This is one of the oldest and funniest debates between clients, agency account teams and creative teams. Agency creative teams are trained to design/create communications that deliver a singular message with impact and relevancy while many clients, especially the engineering types, want to put as much information in an ad as they possibly can with the misguided belief that “the more we include, the more they’ll see and remember.” Well, consumer behavior and readership/retention studies have long proven this is not true. LESS IS DEFINITELY MORE when it comes to engagement and recall. We encourage you to simplify every piece of your advertising down to the singular message that is most important and make that stand out and be remembered. Your advertising investment will deliver a better ROI and your customers and prospects will see less but remember more.
