It s all about mindshare, that precious chunk of real estate inside everybody s head. In your case, capturing mindshare and planting your corporate flag on it is job one. This might work on the people that happen to be looking for exactly what you re offering at exactly the moment they see your ad. But for the other 9,995 out of ten thousand of us, we need something to remember you by. Something that helps the message stick in our heads in the most delightful way.
People like to smile, they like to laugh.
If you can touch people on a human level, they re more receptive to the intrusion of your ad or your commercial into their magazine or TV show. Bingo - you re in. A lot of agencies don t get this. We practice it all day long every damn day.