• testing

In Branding, Creative, Michele Drohan, Strategy
13 Oct '20

BREAKTHROUGH CREATIVE

October 13, 2020 / October 13, 2020 /

Part 5: The Art of the CTA Ah, the ubiquitous—and critical—Call to Action. Great branding, sumptuous, emotional or humorous creative, a strong voice: they are the vessels that hold the CTA. The ask: to buy now; sign-up; get more information; go online; hurry, don’t miss this sale. For every response-driven tactic we create—from catalogs to […]

In Branding, Creative, Marketing Teams, Michele Drohan, Strategy
03 Jan '18

No Fear

January 3, 2018 / January 3, 2018 /

A client called me several years ago with a spectacular idea for his marketing program. “I love it!” I said. “It’s fresh, it’s different, it’s relevant to your customers, and it’s testable. Let me know how the CMO likes it!” He grew silent on the line. And then said quietly, “Um, could you bring the […]