But if your advertising's not talkworthy, they won't have much to say.
That's why it's wise to begin any ad campaign with the copy.
No one ever talks about the clever use of of Calluna Sans in your mailers, the bold use of orange on your home page, or the relaxed read in your radio spots.
The words put the word in "word of mouth."
That's why Miami-based agency Crispin Porter + Bogusky asks its creative teams to submit their ideas for new campaigns in the form of a news release.
By framing the campaign in terms that are newsworthy, they increase the odds the campaign will also be talkworthy.
