Talking to me?

Defining your audience will tell you their habits and customs. You need to know how they think and feel. This sounds obvious and simple. Somehow, it rarely turns out that way.

If your target has been defined as adults, 25–54, you should push back. If nothing else, remember that your work will be tested. The researcher will screen for a specific niche of people. If you haven’t made messages that speak to them, your work will bomb.

You’ll look dumb and then another creative team will get to start all over. Well done!


David Fowler created long-running advertising campaigns for Motel 6 ("We'll leave the light on for you"), BP ("Beyond Petroleum"), Fanta ("Wanta Fanta"), Claritin ("Claritin Clear") and many others. His forty-year creative career included twenty years at Ogilvy & Mather in New York, as well as stints at Goodby, Silverstein in San Francisco, Ammirati & Puris in New York and The Richards Group in Dallas.
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