Advertising

Creative advertising generally starts with a concept and a grab. After that, it's developing the voice and delivering the benefits. Characters are counted. Words are "fitted" to the design. The look and read are equally important. I've worked in an agency environment on seven occasions in my career. The following are a range of ads written for Navy Federal Credit Union. The “Snap2It” Certificate launch exceeded targets — goal: 70K certificates opened, $500M revenue, performance: +105% of expectation. I included one of the promotional emails I wrote for that campaign as well. The following are three ads written for the grand re-opening of La Buona Vita ("The Good Life"), a Northern Italian restaurant in Chicago's Downtown La Grange district. The first is a quarter page print ad and the other two are digital ads. All were produced and submitted to the Chicago Tribune within 24 hours of receiving the assignment from Ripson Communications, the agency of record. I was recognized with silver and bronze medals from the SIAAs (Service Industry Advertising Awards) for the following two promotional pieces. These supported a family-based band and a motivational speaker, respectively. Here’s a series of ads for an edgy music review website under development. The visual brand cue is Rolling Stone magazine. The copy may be difficult to read on the next ad (since it’s been shrunk down in size substantially). It is based on actual events that transpired during the final game of the 2009 World Baseball Classic. It reads:

“The score is 3-3 in the 10th inning. The winning run stands at third base and one of the greatest hitters in baseball history steps into the box — #51 Ichiro. First base is open. Walk him. Korean manager In-Suk Kim elects to challenge. “He’s got him where he wants him,” calls commentator Steve Phillips. SMACK!

Arigato Ichiro! Japan 5, Korea 3.”
The next exhibit is a window wrap that spread across three panels at a retail location. Here’s a series of five Twitter ad variations that’s based on the previous Facebook ad but riffs on the offer (free book download). The prospective customer clicks on the “Learn More” button, is taken to a landing page at the company’s website (TabulaRaisa.com/legend), completes a simple form (name + email), then submits to receive their free gift. Here’s a series of eight Twitter ad variations that’s based on the previous Facebook ad but riffs on the offer (free demo). The prospective customer clicks on the “Learn More” button, is taken to a landing page at the company’s website (Contactually.com/how-contactually-works/for-agents), completes a simple form (first name + last name + email + phone + password), then submits to enter the free demo of the company’s CRM software. Additional printed samples and back stories will be shared in person.

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