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Creative consultation by Daddy Desktop for the in-house desktop publisher,
whether you're an executive, typist, or neophyte in-house designer.
Help. Friendly. Clear. Via fax, phone, e-mail, pdf, or on your monitor.
A three-hour consult is fun and makes your creative project more professional.
Phone 704 542 3375. Or e-mail us a heads-up!
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Uh Oh! |
There is often a gulch, gully, gulf, gutter, gap, chasm, abyss between retail culture and ad agency culture. |
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Your job is to build sales. |
The ad agency's job is to win awards. Your job is to build foot traffic now. The ad agency's job is to run long-term campaigns. Your job is short– and long–term effectiveness. The ad agency's job is creativity. Your job is keeping them focused. The ad agency's job is profitable multi-insertions. Your job is profitable quarters. |
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It could be even worse. |
If you have both ad agency and an in-house creative or desktop department, you also have problems that keep you from building sales. Do agency and in-house duplicate each other‘s work? Life should be simpler. Retailers know that image ads are no substitute for ads that build foot traffic this weekend. |
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What an ad agency should do: |
Be retained for broadcast creative, radio and TV. Or for major four-color work. |
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What freelancers should do: |
Be hired for special talents like photography, hand-lettering, illustration. Or to fill in for a sick staffer and when there's a crunch. |
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What you the ad executive should do: |
Your real job. Not have to coordinate meetings with agency, in-house creatives, freelancers. Not have to hold their hands. Not have to keep vendor siblings from mutual mayhem. Not have to baby-sit creative egos. |
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A way to solve this problem. |
Retain Daddy Desktop. To coordinate the in-house creative staff for you. To coordinate agency with in-house staff. To coordinate both units with freelancers. To coordinate them with your merch people. Tough love and persistence, experience and persistence, mutual respect and persistence, fun and persistence, are our tools. (And a good sense of humor, nuts and raisins.) What makes Daddy Desktop effective is, while we work for you, our emotional sympathies are with the creative people. —They will sense it. A mite mutinous, but we all end up the better for it. |
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Wouldn't that make things easier and more productive for you?!? |
Coordinate means your creative groups share a common design language and build on shared concepts. It means they work to meet common business goals. That they share the same computer database of SKUs, prices, logos, photo scans, artwork, standing catalog copy. Coordinate means your ads, brochures, broadcast — and people — all work together. Fragmented they cripple your message. |
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A turnkey creative solution. On a part-time, consulting basis. |
Daddy Desktop will coordinate it all. We'll report to you. Everyone else will report to us. Simple. We become your Consulting Creative Director. Daddy Desktop makes sure creative work is high quality, designed to meet business objectives. We tie in to your in–house creatives via communication software that lets us work right on their screen, with them, from our office. Your ad agency also reports to us some of the time. (They won't always be cheerful about it but don't worry — we also value their focus on creativity.) We make sure the work is properly prepared for printing so you don't get nasty last–minute surprises. We make sure it's properly proofread (many creatives don't know the difference between its and it's, between criterion and criteria, or where the period goes when you use parentheses near the end of a sentence). |
| It's a turnkey system. Clean. Efficient. Fun. | |