Five ways to cut through the clutter and capture an audience’s attention

Doug Kamp was puzzling over how to elicit emotions and empathy for a product that seems about as cold and utilitarian as they come: drywall. But the executive creative director at Chicago-based B-to-B agency gyro knew it was important to get his target audience to feel something about a new, lighter version of drywall that his client, USG, introduced in 2013 and has continued to market heavily.

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