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Case Studies

Case Study: 35% Response Rate

Case Study: 35% Response Rate

How do you get a 35% response rate on direct mail? (How about 40%?) I was showing some of my past work to a prospective client the other day, and I happened to pull out a dimensional mailing we did years ago for Nordstrom … the one that got nearly 40% response when it was…+

AdWatch: Apple, Maya Angelou and The Human Family

AdWatch: Apple, Maya Angelou and The Human Family

What do you say when you are a global brand? What do you say when your products are practically ubiquitous … shorthand for an entire class of technology? What do you’ve when your champions and critics have said nearly everything that could be said? You let a poet speak. You let a poet speak not…+

From the Blog

How to choose the right ad agency

How to choose the right ad agency

According to Agency Spotter, there are over 120,000 companies and entities that choose to define themselves as advertising agencies in the U.S. alone. Worldwide the number is over half a billion. That’s quite a universe. How can you possibly choose the right one? Or, maybe more importantly, avoid choosing the wrong one? There are several…+

What goes into a good Creative Brief.

What goes into a good Creative Brief.

I think that if Creative and Strategy didn’t have the Creative Brief to argue about, someone would have to invent it. Everywhere I’ve ever been – and I’ve been on the agency side and the client side, in traditional agencies and in-house creative groups — the discussion pretty much goes the same: “If only we…+

McDonalds and KFC. A tale of two fast fooders.

McDonalds and KFC. A tale of two fast fooders.

Recently my attention landed on a couple of spots for two of America’s greatest exports: McDonalds and KFC. These two creative executions come from two different worlds, and are about as distinct as any two commercials you might imagine. So, the inevitable question is … Who did it better? One of these spots works well…+