Be authentic. Tell, Don’t Sell.

Great strategy beats great creative. A simple execution of a great strategy beats fancy creative every time. Do get us wrong, we love and aspire to great creative, but it is the metaphorical frosting, not the cake.

A case study of great strategy is Google’s spot for veterans told the story about how to use Google to get a job if you are a veteran. Authentic strategy, precise targeting, understandable execution. Almost as good, in our opinion, is their spot about translation with Google: a practical how-to-use Google in a practical way. The question to ask yourself, “How can I simply provide prospects the information they want?