statement 08

What do the brands look for? Brands come to see an agency because they want to buy new consumers' behavior (action). We are talking about Call To Action (CTA) because what matters is the actions people will do after the campaign. But, before a CTA, what an agency needs to create is a Call To reAction that trigger consumers' curiosity. That "CTR" provokes an emotional reaction, then we can move to the next phase: which is usually the awareness.

That's why, sometimes sending a message different to the one the consumer will get at the end of the campaign, may be is an efficient & smart strategy.