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  • Louis Anastas

More Is Definitely Better


A banner ad I penned about 10 years ago for this tiny but premium illumination tool.

As a creative and a strategist, I welcome the idea that we must now put many variations into play -- sometimes dozens, not just one or two -- when we run an ad on most platforms. (Yes, more fun to be had on the creative end too.) The algorithms are powerful and will surely find people interested in what our products offer. That said, copy, imagery, and design all come together to entice people to learn more, or not. The audience will decide what works in the marketplace. We don't have to edit so much, or guess, on what will work beforehand. We then just need to remove what isn't working and put more behind what is drawing interest. Wonder what the folks on Mad Men would think about this development?

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