People don’t like, trust or remember advertising. I think about this all the time. It’s at the top of our creative brief, and to me, it’s the most important part. Advertising is a door-to-door salesperson who interrupts your pleasant evening to sell you something. Have you ever opened the door and been delighted to listen to the sales pitch of the guy offering you a lower internet rate or roof repairs or a new religion?
This statement is huge. Of the people I have spoken to in advertising or design of commercial adverts they seem to think people look through adverts deeply. No-one wants to look at adverts, everyone skips past them in magazines, newspapers and on the net.
If you want to be successful you have to build your brand, not slap adverts everywhere and expect people to notice – because otherwise you’ll just be one in a sea of millions.