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| Power
Quotes |
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"Good advertising
sells products. Great advertising builds a lifetime friendship with
the consumer."
Our belief in the power of likeable advertising drives all our creative
work. Having empathy with the consumer and being able to create an
emotional bond with them has been proven time and time again to foster
a relationship which, if nurtured correctly, builds brand awareness,
trust and loyalty. Perhaps the most important aspect of our work is
the ability to create not only great ads, but great campaigns. Producing
high quality work on a consistent basis is one of the most difficult
challenges faced by agencies today, but it is the most important factor
in building long term relationships between brands and consumers.
Paul Weinberger, Chairman, Lowe Lintas Agency |
| SELECTING
AN AD-AGENCY |
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Selecting an ad agency to put your company
on top of the competition can be as difficult as deciding which ad
you like most these days. Some tips on how to select your ad agency:
 Flip
through magazines, watch television. List out the ads you like most
and find out which agency made them. Find out which of these are working
for your competitors and so are unavailable to you. After the shortlisting,
choose the one you think suits your needs. Arrange a semi-formal meeting
with the head of the agency and creative director. If the relationship
turns out to be mutually beneficial and cordial, initiate the next
phase, i.e drawing up your contract. Don't haggle over the price your
agency demands. Negotiate as you would with your lawyer or accountant.
Insist on a long term contract. All this will ensure that your agency
does not ditch you for your competitor. Keep a tab on the working
of the creative team to make sure you get what you want. But treat
them with kid gloves-- it's creativity that's involved! If your account
is too small to interest a big ad agency, advertise for an experienced
copywriter and visualiser, who can work for you on a freelance basis.
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