Okay, let's talk creative. And remember: in the world of advertising, the word "creative" becomes a noun, not an adjective, which in itself illustrates just how weirdly self-absorbing advertising can sometimes be. Put another way, creative that's been created as a monument to the creativity of its creator may make an impression of wonderful creativity, but if it doesn't sell a product it's only one more masterpiece of sanctimonious fluff. Unless you want to hang it on your wall and call it art.

Good creative is never designed for the sake of creativity itself; it is designed to make a connection between a product or service and the consumer who's willing to pay money for it.

At Ryan, Whitney & Company, our creative begins with a solid foundation we call the Creative Platform. It provides the blueprint for everything that follows in strategic positioning, creative execution and delivery. It identifies your promise to the market. It formulates the way we will communicate your selling message. It encompasses what we know your target audience believes and what we want it to believe. It is strategic, specific, durable and powerful. And with our feet planted firmly on the Creative Platform, we balance good creative with good commerce to make a connection with your customers that makes your advertising and your bottom line look good.