5 Secrets to Great Advertising

microsoft, hey genius
Courtesy Wexley School for Girls
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Secret No. 2: Customize your message

A one-size-fits-all approach won't do much to grab people’s attention. After all, says Wexley co-founder Ian Cohen, having a small core audience is "a whole lot more valuable than a bunch of people who really don't care about the product." To come up with an effective custom message, Wexley conducts thorough research to find out how its clients’ customers tick. For Microsoft’s "Hey, Genius!" college recruiting campaign, for example, Wexley’s principals corresponded with students through message boards on Tumblr. Then, the agency hired actors posing as recruiters to sit in hot tubs, called "Jobcuzzis" (shown above), in which they greeted prospective hires on campus.