What makes great creative ... great?

How do you measure the greatness of direct response creative?


Some say it's the awards. Okay, much of my work has been recognized for creative excellence by the New England Direct Marketing Association.


But to me, the true measure of direct response creative lies in results. Did it generate good numbers of high-quality leads? Boost conversions? Increase the revenue stream? Help a company build its business? Build brand?


If it doesn't do that, can great creative really be called "great"?




  • Sun Microsystems
  • Worldcom
  • Informatica
  • Travelers Insurance
  • Lotus
  • Key Bank
  • NCR - Teradata
  • Bank Boston
  • Harvard Business Review
  • Crain's New York Business
  • The National Endowment for the Arts
  • And lots more...
Aaron Kinne
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