All you need to create effective messaging
is willingness to put yourself in your audiences' shoes, common sense, a 2-day course called
The Creative Process For Communications For Branding For The Rest Of Us and a little fresh air.
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s8.gif

sample

Over time, a calm creative approach
can be the best strategy.

There's no question that the strong silent type is powerful in his or her restraint.The same holds true for an ad that's too dignified to get in your face just to sell something. However, real world pressures usually demand more brazen creative tactics to supposedly ensure fast results. So, either a client has the resources to be reserved for a long period of time and/or other factors allow such an approach.
It could be that the message will never need updating. That the delivery is so succinct that it can afford to be identically replayed for years. Long enough that curiosity and admiration for firm message resolve will eventually capture everyone's attention. In addition, this advertiser has the advantage of owning the publication in which the ads appear which helps ensure longevity.
Designed to run on 3 consecutive pages, the modular approach spells out some great news about Community College Week. While the headline remains in tact, new text on each ad spells out a different selling point. An ever growing audience is suggested by extra pairs of hands on the new views. Ultimately, this subtle device will draw potential subscribers into the copy to discover what's so interesting.

collmons.jpg

ad copy (left to right)

ad1:
Well Read.
Community College Week reports the latest, most crucial news impacting community, junior and technical colleges today. With scrupulous attention to detail and clarity, we make sure our readers get the message along with a firm grip on its ramifications.
(logo)
Well Read. Well Done.

ad 2:
Well Read.
Community College Week is the format from which professionals and decision makers literally shine. Twenty-four times a year! Impeccably designed and 4-color beautiful, it enjoys an enthusiastic, well-informed, incredibly sharing kind of audience.
(logo)
Well Read. Well Done.

ad 3:
Well Read.
Community College Week is more than an extremely well-focused eyeful. It's the community college marketplace for career, conference and workshop opportunities! No wonder presidents, deans, trustees, faculty and administrators can't wait to get their hands on...
(logo)
Well Read. Well Done.


Creative functions:
Creative direction, art direction, design and writing*

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*Creative functions refers to the kind of work performed on each sample by Andy Attiliis.

All information found in this portfolio should be considered individual views based on the work experience of Andy Attiliis.
Copyright 2001 Andy Attiliis




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