Print That Works

youtility.jpg
An entity I’ve not heard of before took it upon themselves to designate the year’s most effective print ads. The one above from RPA in Santa Monica was found to be effective, as was this one by Draft/FCB:
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I am partial to one word headlines, but no one I know would put the Kraft ad in their portfolio; yet, researchers claim it’s an effective ad. It is an example of branded utility, I’ll give it that. In fact, recipes and coupons are found throughout the winners. Which tells us consumers will pause at a clever line or pretty picture, but there better be some value there for them, or the page is forever turned.
It’s also possible that this research is horribly flawed.
If you, or your agency, wants to share your own examples of ads that work(ed), please send them our way.
[via Ad Age]

About David Burn

Co-founder and editor of AdPulp. I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. I worked for seven agencies in five states before launching my own practice in 2009. Today, I am head of brand strategy and creative at Bonehook in Portland, Oregon.

Comments

  1. Here’s the issue with the Kraft ad: It’s lazy.
    We all know that recipes get people’s attention. So do food photographs with appetite appeal. But does that mean you stop once those elements are in place? Could the creative team not have delivered the key components AND wrote a decent headline or wrapped it in a compelling concept? The effectiveness would not have been hindered with breakthrough creative. Hell, it would likely be enhanced.

  2. p.s., MRI is very well-known in the direct marketing world. probably explains draftfcb’s presence.