Our Blog

Dec 10 2014

CRAFT’s Efforts to Fight Digital Ad Fraud and Viewability Issues

Posted by: John Randall

Fraud and viewability in the digital ad space has been a hot topic in 2014. Recently, Google released a study claiming 56.1% of all digital ads are unseen. These issues should be a concern for any digital ad buyer, but can be overcome using technology and knowhow. CRAFT’s digital buying practice ensures campaigns produce the [READ MORE]


Nov 21 2014

Tweet. Congress Listens.

Posted by: CRAFT

When you tweet, does Congress listen? As organizations and constituents ponder that question, CRAFT has perfected the answer. CRAFT has worked with top social networks, members of Congress, trade associations, and candidates.  We understand how social media can be used to complement government affairs efforts by creating awareness around a legislative issue, amplifying a legislators’ [READ MORE]


Nov 06 2014

CRAFT Takes Political Campaign Tactics, Tools and Technology to Organizations, Associations and Brands.

Posted by: CRAFT

CRAFT Announces Break Away From Candidate Campaigns, Advancing Further in Public Affairs, PR and Corporate Branding. Dear friends, I wanted to share important news. The culmination of this election cycle marks the beginning of CRAFT’s fifth year – a short while for a five-person start-up. We have grown into our third office with over 30 [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]


Sep 25 2014

Campaigns and Creative That Win

Posted by: CRAFT
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 17 2014

Understanding Visual Terminology

Posted by: CRAFT

American designer Charles Eames defined design as “A plan for arranging elements in such a way as best to accomplish a particular purpose.” The basic components of visual compositions are broken down into “elements” and “principles.” These have a range of applications, from classical paintings and photography to more contemporary utilizations of advertising and UI/UX [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 25 2014

Can You Hear Me Now?

Posted by: John Randall

Vanity = lack of real value; hollowness; worthlessness. Vanity Metrics = See above. Unfortunately, Vanity Metrics—Likes, Opens, and Follows—are exactly what associations, campaigns and companies use to determine success with regard to social and email campaigns. Make no mistake, building these communities is incredibly important, but that is only the beginning of the process. You [READ MORE]