TV and How We View It

Even after 70 years and encroachments by ‘the new media,’ more time is spent with The Tube than any other medium,
by every demographic. Savvy viewers record and shift programs to view them on their own schedules. And they’re quick to
fast-forward through commercials that bore them. So if you want to catch and hold their fleeting attention—your message
can never be predictable or self-serving. The visualization must be about them and not about you. Advertising creators
have known this forever. Yet, turn on your set, tablet or smartphone and watch the procession of talking heads.
Having learned from masters how to make the mold, we always try to break it.

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