1. 9/30/2011
Mundane, inane or
boring creative:
The Otis Maxwell snoozefest
• Mundane? That means commonplace,
right? So no.
• Inane? That means silly, not that either.
• Boring? Not if an impressive string of very
small numbers gets you going.
But here’s the problem…
1. It is near impossible to say what this client
does in a sentence.
2. The one catchprase that say what they
do, they won’t allow us to use.
3. They will not show their flagship product
on their new website.
4. Their spokesperson is a recognized guru,
but you can’t say that.
5. And about their name and logo…
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2. 9/30/2011
I give you...
The team:
Ross Federgreen, client CEO
Jan Carroza, client marketing consultant
Laurie Beasley, agency principal
Carlos Perez, creative director/design
Otis Maxwell, creative director/copy
Back to those problems…
1. It is near impossible to say what this client
does in a sentence.
2. The one catchprase that say what they
do, they won’t allow us to use.
3. They will not show their flagship product
on their new website.
2

3. 9/30/2011
Back to those problems…
1. It is near impossible to say what this client
does in a sentence.
2. The one catchprase that say what they
do, they won’t allow us to use.
3. They will not show their flagship product
on their new website.
4. Their spokesperson is a recognized guru,
but you can’t say that.
5. And about their name and logo….
Problem solver approach
3

4. 9/30/2011
User dialog approach
Pugilistic approach
Dogmatic approach
4

5. 9/30/2011
You tell us approach
Testimonial approach
Strategy approach
5

6. 9/30/2011
THE WINNER!
THE WINNER! Except…
New home page
6

7. 9/30/2011
“Services” page
“Services” page
There’s still that *(^%) logo…
7

8. 9/30/2011
There’s still that *(^%) logo…
…but we’ve come a long way
THANK YOU!
otis@otismaxwell.com
www.otismaxwell.com
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