Our Blog

Jan 09 2015

Mastering the A,B’s

Posted by: John Randall

To successfully execute a digital advertising campaign, you must first master the ABCs of digital advertising.  Generating valuable insights and delivering the best results for ad campaigns starts with testing your messages, images, and target audiences. A common practice in marketing is A/B testing, which strategically tests two variables against each other. Applying this practice [READ MORE]


Sep 29 2014

We Hold These “Truths” To Be False

Posted by: John Randall

In politics, there are “truths” that exist — until they are refuted by actual facts. These “truths” are a result of promises from candidates or previous experiences. Examples of these include: “If you like your doctor, you can keep your doctor,” and “Republicans trail Democrats when it comes to digital campaigning.” The first has already [READ MORE]


Aug 28 2014

CRAFTing the Brand

Posted by: CRAFT

According to Forbes, the three most valuable brands in the world are Apple, Microsoft and Coca-Cola. There aren’t many names on the Forbes list of top one-hundred brands that don’t evoke a mental image: logo, advertisement or experiential memory of one of their products. It is not a coincidence that the names in this list [READ MORE]


Aug 26 2014

Brian Donahue on C-SPAN “Washington Journal”

Posted by: CRAFT

Emotional Ads CRAFT| Media/Digital Partner Brian Donahue discussing the impact of culture and emotion in two classic political ads on C-SPAN’s “Washington Journal.” Watch the ads discussed here: 1952 Eisenhower Political Ad – “I Like Ike” 1964 LBJ Political Attack Ad – “Daisy” Testimonial Ads Brian Donahue discusses the validating effect of real people telling [READ MORE]


Jul 02 2014

What Political Web Ads Can Learn from this Year’s Cannes Lions Winners

Posted by: CRAFT

The Cannes Lions recently announced their winners, ranging from Volvo’s genius “The Epic Split” commercial to Harvey Nichol’s hilarious “Sorry I spent it on myself” campaign. While all unique, each winner shares a distinct trait – they all cater to the specific tastes of the Internet. The Internet is a tricky beast. Its users can [READ MORE]


Jun 16 2014

G.O.P.: Getting Out Paced?

Posted by: CRAFT

Recently, I had the honor to deliver the keynote at the first Tech Roanoke Conference.* Winning politics in the digital space is a matter of hot debate. Some say the Left dominates while the GOP is playing catch up. But we’re not playing anymore. While there is always more to learn, the fact is that [READ MORE]


Jun 03 2014

The Creativity Behind the CRAFT

Posted by: CRAFT

Thirteen milliseconds. According to MIT, that is how long it takes the human brain to process visual content. This statistic is not lost on marketers who aim to immediately engage consumers. Suddenly overwhelmed with visuals, good design is what helps consumers sort through the good, the bad and the ugly. In the rush to meet [READ MORE]


May 29 2014

Programmatic Advertising 101: What you need to know about it and why

Posted by: CRAFT

There is a growing practice in the digital space called “programmatic advertising.” It’s all the rage and more companies are doing it everyday. But few people know exactly what it is. Much like the latest celebrity diets, people are subscribing to the practice of programmatic advertising but don’t entirely understand what it is or how [READ MORE]


May 27 2014

Online Content: Less is More

Posted by: CRAFT

Think of all the distractions you experience when surfing the Internet: multiple tabs and windows, ads on every sidebar, videos appearing at every new page visit. So how do you grab and keep the attention of your online audiences? Besides inspiring creative, at CRAFT we focus on the psychology of the mind. We look through [READ MORE]


May 13 2014

“Sadvertising” – What Is It And Why Is It So Damn Popular?

Posted by: CRAFT

Strike the heart, not the head. That’s the essence of a recent examination into a growing advertising trend Fast Company swiftly dubbed “sadvertising.” It doesn’t take much guessing to grasp the meaning of the term; it’s a reference to the shift in advertising towards long-form, emotional, storytelling narratives. Think about it. Perhaps the most anticipated Super Bowl ad this [READ MORE]