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The same can be said for every other media that is supposedly "dead". Magazines, Billboards, radio and yes TV, all have a part to play modern advertising.
Getting the attention of your audience is your first hurdle. If you haven't done that, then whether you have the right message is purely academic.
We've done a lot of B2B advertising over the years and we've discovered that people are still people whether or not they have their "work hat" on or not.
You should be investing in long term brand building and short term sales advertising at the same time. Don't neglect one or the other.
For the annual appeal, we avoided the cliches and created a light-hearted campaign that highighted the great work, and great people working to solve brain disease.