ADVERTISING AGENCIES - ART DIRECTORS PORTFOLIO

Advertising is the use of art to make products and services attractive to customers.

Here's a portfolio of some of the many newspaper and magazine ads I've come up with. I did these while working in advertising agencies as
a Creative Director, Creative Consultant and Art Director. Also included are ads done as a freelancer. The ad agencies were Partnership / FCB
(now Publicis Johannesburg ), Ogilvy & Mather Mauritius, Saatchi & Saatchi Mauritius, and TBWA Hunt Lascaris Durban.

I heard a quote that print advertising is the finest of the arts. I agree with that to an extent. There is definitely an art to it.
It's not easy to combine graphics and words to deliver a specific message. But ads are less about art and more about
promoting products. I found that ad agencies which focus entirely on winning awards often do so at the expense of increased
product sales. Unfortunately, the others tend to produce boring work. Which from the consumer's point of view is worse.
The ads are less likely to get noticed if they're dull. So there's a balance that needs to be struck. While my work usually won
awards, I tried to bridge the gap and do striking stuff that also sold products.

I came up with all the headlines and visuals for these ads. I also did the retouching, illustration and pre-press work.

ADVERTISING

GEOFF LOUW
Advertising - Graphic Design - Illustration

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