Clinic #7: HOW TO PRODUCE ADS THAT PRODUCE WEALTH

In a firm’s financial statement, there is only one expense item that holds the
biggest potential to create a positive multiplier effect on consumer demand
that will drive sales and profits. ADVERTISING. Sadly, there are billions of pesos
or dollars wasted on bad advertising every year due to a weak brand positioning
or wrong advertising strategy; a poor creative execution that is off-strategy or
simply a lousy creative idea. Willy Arcilla wants to change all this and help
companies maximize the use of their limited resources and achieve the
proverbial “Bang for the Buck”. He can help sharpen your brand positioning and
advertising strategy; and even enhance your creative executions. He draws
from hundreds of commercials he produced and aired over the course of his
career in Asia-Pacific; a few of which failed, while most succeeded in raising
awareness and trial, forged brand loyalty and ultimately, expanded market
shares, and achieved higher sales and profits. Drawing on his wealth of
experience in producing effective creatives, he will share the secrets to creating
effective advertising – advertising that sells, not advertising that is entertaining
that wins creative awards and recognitions regardless of the business results.
He reminds advertisers: “Consumers do not buy ads; they buy products.”