Evolution of an Ad Campaign

A successful advertising campaign must be unique, get noticed, and tell a product's or a company's story in a compelling and engaging way using only a few words and images. And of course it has to encourage people to buy, or at least try, the product or service. AgencySacks, a New York advertising agency, was recently charged with providing a campaign for Lockes Diamantaires, a boutique jewelry store that opened in October 2004. Over a three-month period, beginning in December, the agency worked with the jeweler to create and fine-tune an ad campaign, then decide which media to use to target the appropriate audience. It was rushed to make the Valentine's Day shopping season, but changes, holdups, and compromises made that impossible. The final product, however, was something that both parties felt was unique and representative of the jeweler. The Lockes Story. Lockes Diamantaires i

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