Every client wants creative that breaks through media clutter, is memorable and moves the audience to take action. The best way to achieve this is to be single-minded in your message platform.  Simplicity sells.

The best creative I’ve ever done or seen has one or two key messages. Find that main compelling idea upon which you can build a truly memorable campaign. And don’t exaggerate. Tell the truth about your product or service.  But make the truth fascinating, entertaining, and benefits focused.

If you simply must have multiple messages, try breaking them up into different media.  Identify and understand the strengths of each, and then tailor your messages to fit. Never force one media vehicle to carry the entire load.