TECHNOLOGY IS ONE THING...

1-4 are the first draft designs with differing images and headlines. Image 5 on the far right is the final advert. Which design would you have gone for?

With the weak US dollar Fantasy, an established Hong Kong printer responsible for many of the magazines you see around town, decided to target business overseas. To reach this audience the company booked adverts in the TDC's Enterprise and Packaging publications and came to Katie McGregor Marketing. The brief was for an advert design that would stand out from the clutter of the TDC publications, and appeal to an international audience.

With online research, we saw that many print companies simply boasted the range of print machines they had or droned on about the history of their business. These are all worthwhile features but what's the benefit to the client?

Fantasy is rightly proud because while the company does have the machines, it also boasts professionally qualified staff – MBAs and stuff like that. See the various design ideas and headlines proposed above. The final advert lead with the headline, "Technology is one thing, service is another." Which design would you have gone for?

Really. I'd be interested. Email me by clicking here.

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