Too often, those creating or purchasing marketing services judge an item only by its visual impact or cleverness.
This is known as The Curse of The Clio - that being the marketing world's version of an Academy Award.
Visual impact is an essential element of good marketing (except for radio of course!), and a good dose of cleverness can turn a boring item into an outstanding one.
But a high percentage of Clio winning agencies, lost the account for the ad that won them the award.
"I like it" "Cool!" or "WoW!" are not adequate endorsements of a marketing product.
The true test is will it accomplish its purpose - to create want and sell something!
So how do you know if a marketing piece will work well? There's a lot to that. Here at Fast Forward, though, we have a simple answer:
Follow Fast Forward's advice.
After all, you hire us because we're marketing experts, right?