Developing a memorable ad requires relentless creativity

Unless you're a religious TiVo user, you are absorbing hundreds of television advertisements each week of varying quality. USA Today has recently published a list of the most memorable television advertisements. These creative commercials have stayed in the minds of viewers for years.

What does it take to have this kind of success? Every campaign should have a strong focus on the target market with audience appropriate messages and a memorable call to action or brand message. However, these are just the basics. It takes an insight-driven mindset and a relentless pursuit of "quality creative" to turn a straightforward campaign into an experience that becomes part of the cultural psyche. During the development of a media campaign, we suggest working closely with the creative staff and trust them to develop a message vehicle that goes beyond the expected.