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Fear Of Loss in advertising — Another effective angle of attack - I have an ongoing debate with a client who says we should never, ever take a negative approach in her advertising. She believes, whole heartedly, that fear of loss — or any hint of trouble — should not be part of her brand narrative. The debate’s been going on for years, and at this point we just agree to disagree. However, as the Creative Director on her account, it’s my job to always make sure she sees our strongest ideas. So I’ll continue to present a “negative” ad occasionally, even if I know she’s just going to kill it. Let me be very clear… I’m not referring to trash talking ads that attack her competitors. This isn’t politics, where polling… ... Continue Reading
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