Job: Advertisements and Newsletter
Failure into success across the board.
Their agency was producing results so bad – ten times what they could afford to pay – that the division was in danger of being closed down.
Again, longer copy made the difference, together with a more precise promise rather than the vague waffle they were running previously.
James Perrin from PruHealth says:
“After reviewing the current performance of all marketing creative we have come to the scary realisation that your creative is the only material we have that consistently meets and exceeds its targets. This is scary because if Paul hadn’t the foresight to introduce an agency test into the campaign we would shortly be concluding that the PruHealth direct-to-consumer channel doesn’t work”