For over 30 years, I have provided direct marketing creative services to clients who market a wide variety of goods and services nationally and internationally. I have provided both online and offline creative marketing materials for small, medium and large B-2-B and B-2-C companies.
The power of customer focused direct response marketing should not be over shadowed by creative that just looks good but doesn't sell. Good copy and design need to support the brand and the feature/benefit story of the product or service that the potential customer can identify with. Increased sales and brand awareness are what is most important when developing creative work for advertising.