Advertising can be expensive, so keeping it topical can add impact by drawing attention to what’s current and on trend in your business, in association with what may currently be a focus of your client base.
I particularly like this quote from Ted Dhanik, CEO of cross-device advertising solution company – Engage:DBR:
People know a great ad when they see one, but getting that ad to the right people at the right time is an art unto itself. As innovation in advertising technology renders old tactics obsolete, it also opens new opportunities to reach your audience. The central questions in digital advertising today are: Where will people listen? What content will they engage with? How do I reach them?
The advertisement below was a collaboration between us and Richard Albrow of Albrow and Sons, Family Jewellers in Norwich. It was created with The Norwich Resident magazine in mind, which is distributed via hard copy and digitally online – hence the need to take into account the screen-size viewing experience. So keeping it simple and readable for mobile users, with correctly sized wording matters – this was put together by the Norwich Resident team who are aware of the importance of this detail.
Designing the ad with Wimbledon mind was also key, as it was to feature in July’s issue of the magazine which has a sport theme. In addition, the ad was to feature Albrow’s antique items rather than their jewels, so the sporting theme needed to be secondary. Richard sourced beautiful luxury items from the Albrow collection – the Art Deco silver cream and sugar by Mappin and Webb (1929) and an Edward and John Barnard, Victorian silver basket (1873) piled high with strawberries, fitted perfectly. A family heirloom tennis racket completed the styled look. Richard was also adamant we could ‘see’ sugar, not just the sugar shaker – it’s this attention to detail and knowledge of their client base, that makes it a pleasure to work with Albrow. The use of eye-catching colours to attract weren’t simply left to chance, but thought out too. Visually I set out to create a feel of halcyon days past, but simply and uncluttered – to evoke a feeling of luxury, in a period of time in the past that was idyllically happy and peaceful.
By Angela Adams