It’s an old debate… can brand advertising actually move the needle on bottom-line business objectives? Ad agency execs say yes, but direct response guys don’t concur. Marketing Directors and C-level execs are often skeptical.
My humble opinion… absolutely. When it’s done well, an “image” ad campaign certainly can move product, and I have a case study that proves it.
Meet Gert Boyle, the iconic matriarch of Columbia Sportswear, and a face only a mother could love.
Gert’s story is an inspiration and a testament to the power of well-executed advertising. The campaign by Borders, Perrin & Norrander bridged the great divide between image advertising and product-oriented response ads and helped the company become the number one outdoor apparel company in the country. No doubt about it.