Marc Babej, of Reason Inc continues to go deep on the essence of creativity relative to effectiveness. In a new post he channels Rosser Reeves  and Claude Hopkins and their take on creativity. I especially liked Claude Hopkins take on copywriters:

"They forget they are salesmen and try to be performers. Instead of sales, they seek applause".

Marc is the president of Reason inc. This is how they describe their business:

Reason inc. works with clients toward a singular goal:  developing and implementing strategies that motivate transaction behavior.

Paying a premium for a product – repeatedly.

Signing on with a service – and remaining a customer.

Buying shares – and holding them for the long term.

Identifying with an employer’s vision – and going the extra mile to achieve it.

I don’t think I have read a better business description. They also publish a code of ethics:

    1.     Absolute confidentiality: clients will not be identified to third parties
    2.     No client case histories to solicit new business
    3.     Strategy development and implementation without conflicts of interest: no up-selling of other services

My kind of folks. Marc was a reporter for Forbes Magazine, a Strategic Planner at Deutsch and Kirshenbaum Bond & Partners, then Senior Vice President at JWT and DMB&B. I’d add his name to your rolodex and blog to your blogroll.

Creative awards are meaningless if you can’t convert them into revenue, profit and market share. Click here to learn more about vSente. We wage and win battles for market share.