Strategic Advertising

Thomas Boston
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Advertising is Changing, But Strategic Communication is Still Best Practices

Better to manage tasks than to react to crisis

Advertising, as it's been known, is changing big time. But the principles of communicating from
a strategic platform will always be best practices. Rather than getting into a discussion - and goodness knows there's many points of view on the topic - here are a few samples of the ads we've done, which illustrate our strategic creative competency, albeit in a rather simplistic manner. If you don't see one in your category, simply contact me, and I'll send one from our archives.
 
 
 

< Objective: Generate leads for Sales follow-up

Strategy: Prevention makes good sense; when it's your job on the line, it's easier to manage the risk of costly semiconductor fabrication downtime than to react to it.

 

Focus can be taught

 

< Objective: Create awareness of a new branded educational program

Strategy: Communicate a singular, learned behavior outcome aligned to the category

 

 

 

 

 

 

 

 

What you see in the face of children - Ovation Benefits Group

 

< Objective: Communicate primary brand values, begin transition to new era in private sector healthcare benefits plans

Strategy: Align focused growth image with brand values; create positive emotion and aspiration, initiate 'change' positioning (see ad below)

 

 

 

 

 

 

 

 

A reflection of leadership - Ovation Benefits Group

 

< Objective: Continue with communication related to the coming of new private sector healthcare benefits packages

Strategy: Create an accessible and category proper leadership message; transition to new logo and positioning line reinforcing firm's commitment to principle of change (note reflection of old logo under main image)

 

 

 

 

 

 

 

Therom's Vision in EMC test system niche

 

< Objective: Create and sustain top-of-mind leadership awareness in category

Strategy: Present company's leading edge understanding of core niche market challenges, leadership imaging

 

 

 

 

 

 

 

 

The Velcro™ brand stands for quality

 

< Objective: Reinforce Velcro™ brand presence in global markets, communicate depth and breadth of product lines beyond hook & loop fasteners, establish quality-driven brand values, extend reach into new markets

Strategy: Present argument why a 'quality' dynamic applies to all products allied to the brand; create 2-sided printed insert to save color ad cost; create reprints for Sales

 



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