Early into my college education, I quickly realized that I would never fit the advertising mould. ‘Create a need and fill it’ was always good in theory, but I could never get my arms around it entirely. It seemed a little dishonest. I could accept filling a valid, visible need but often I found myself uncomfortable making the claims that seemed to stretch the truth.

This seed of discomfort snowballed into my number one pet peeve over the subsequent years. After working with several advertising agencies on projects my conclusion is that the advertising theory and tactics that work for consumer products don’t translate to the softer selling of public awareness campaigns or causes. As well, there can be a tendency to go for award-winning creative themes that often produce little results for the client, but garner accolades for the agency. How many times have you recalled a catchy slogan, or funny commercial, but can’t identify the product or company it promoted? If you are looking for outside help, don’t be dazzled by the glitz and glamour of ad speak. Your objectives and connecting with your specific audiences should drive the creative, not the images, or the provocative ideas. Anyone who focuses on look or the wow factor without getting to understand your goals is wasting your time and money. Read what Jeff Brooks at Donor Power blog has to say on this topic.