Great creative – no compromises…

Great creative, precisely aligned with the brand and marketing strategies, is a powerful engine driving success in today’s highly competitive marketplace. At Smith O’Keefe we challenge convention, we know which rules to break and we never settle.

Great creative is insightful, relevant, compelling and laser-focused on influencing specific behaviors that will achieve client objectives. In other words, great advertising is always selling. Great creative moves people to action…without appearing to be selling. The harder advertising “sells,” the harder the sales message will be resisted.

A.I.D.A – It’s the law!

ACTION is the ultimate goal – but it’s the end of a process of motivating buying behavior. To effectively spur action, you must lead prospects through a specific, unalterable process:

1. Get their Attention
2. Stimulate their Interest
3. Create Desire
4. Evoke the Action you want

Frequent advertising errors include thinking you can skip and/or eliminate steps. You can’t. Truly great advertising can shorten the distance between 1 and 4, but any attempt to condense these four steps is a shortcut to underachieving or failure. A.I.D.A. is the standard against which every advertising plan, every ad, every commercial, every mailer, every branding initiative is measured before it is presented to you.