The Four S's
To be successful, our advertising must be:
Strategic.
Everything we say or represent must be relevant to the concerns of the target audience and the advertising position we have established.
Simple.
It's the KISS principle applied to advertising. Nobody will spend time to decode your message. It has to be clear, concise and immediate.
Surprising.
In the battle for mindshare, impact wins. Gain immediate attention or risk not being noticed at all. To intrigue or inform readers, first we must excite, or even startle them.
Sensitive.
Be surprising but utilize good taste at all times. Understand your prospect's desires, fears and feelings, or risk alienation.
Breakthrough strategic and creative direction is hard work, more perspiration than inspiration. And it often tests the conviction of our clients. But it can produce measurable results with stunning immediacy.