Creative Director

LRC&P, Seattle 2010 - Current

Voucher

In order to increase the value appearance of the offer, we attached a separate voucher between die-slits and designed it to feel like a check. Cash offers were also tested in the same format. And to further persuade exclusivity, we included a personal identification number that could be authenticated in person or by phone.

PNC Money Market

DM

We had a trim budget on this one, so the task of appealing to an affluent audience was that much steeper. But where there’s a will, there’s a way...

Starting out with an affordable in-line roll-fold DM, we tweaked the standard brand look with this DM package. The dominant orange was instead used for highlights and an accent grey was used to promote a higher end feel to the piece. A great example of stretching the brand boundaries without crossing them – identifying with a unique audience. All within a budget no higher than typical mail.

Along with the usual personalization and direct techniques, we also tailored the copy to have straight forward but exclusive language — telling the customer we get them.

SEATTLE    DETROIT    NEW YORK    TORONTO

Being creative or creatively using response techniques in Direct Response advertising is a balancing act. With this mailer we were asking an affluent audience to open a account and deposit $25,000 into a money market account. A tall order. Often inundated with financial direct marketing, this group can be difficult to get to respond. No punches were held in getting to the point – communicated strategically and with finesse to appeal to them.