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Keep it simple
The best advertising conveys a single idea with clarity, force, and memorability.
Print advertising should tell its story effectively if the reader only glances at the
headline, tagline, and graphic.
Keep it targeted
Award-winning advertising that doesn’t sell the product is a failure. We are as
committed to sound marketing strategy as we are to outstanding creative solutions.
KAPLAN Communications takes great pride in the quality of its creative work, but the agency measures its success primarily by the sales performance of the products it helps to promote.
Keep it "concave"
“Concave” advertising draws a reader into the ad, engaging his or her interest on
a personal level. "Convex" advertising, on the other hand, holds the reader at
arm's length. Convex advertising may create beautifully crafted and admirable
"objects", but it does not move the reader to action, nor does it reach the reader at a
level more profound than the rational. KAPLAN Communications is committed to concave advertising, which puts ad copy and design at the service of human values of universal interest.
Keep the profile distinctive
The graphic profile of a pharmaceutical product must be as powerful as its
sales message. We believe in "branding" a product by creating a distinctive,
high-profile logo and a consistent, immediately recognizable "look". One way
of achieving this goal is to combine a strong, stylized graphic with the brandname
logo and tagline, creating a kind of "product icon" that communicates
instantly, even to the most uninvolved page-flipper. In this context, the tagline
should encapsulate, if possible, a unique product promise.
Keep the "A-team" involved
When you hire KAPLAN Communications, you get only experienced professionals.
Keep it efficient
Creating great advertising is easy if money isn't an object and deadlines aren't an
issue. But money is always an object and deadlines are always an issue. KAPLAN Communications prides itself on a lean and efficient operation.
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