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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…+

Bringing Together 2 Iconic Brands

Bringing Together 2 Iconic Brands

When Capital One acquired ING Direct (INGD), the opportunity was great … and so was the obligation. ING Direct was not a typical business, nor was it a typical brand. The brand’s success was the result of intentionally differentiating itself as much as possible from the way other financial institutions presented themselves. And, as relatively…+

From the Blog

George Costanza on … Giving Feedback

George Costanza on … Giving Feedback

UPDATED: May 2, 2017 There’s a question that I get asked, over and over, usually by Account Executives and other strategy folks. They’re nice people, and they want to be accommodating AND they want to make sure they are getting the most out of their creative partners. So they ask, quite nicely (and rightly) “What’s…+

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…+

Are Buick, Cadillac and Dodge driving away from their legacies?

Are Buick, Cadillac and Dodge driving away from their legacies?

Three prominent car makes (or, as Ford would prefer you to think of them, “brands”) have recently taken a stab at redefining themselves for, they must believe, a misguided public. Buick, Cadillac and Dodge have each taken different approaches to the challenges, and they work to varying degrees of success. From least to most successful,…+