ISSUE ADVOCACY ADS

Not long ago, mediocre-looking print ads in Politico, The Hill, Roll Call and other policymaker- and influencer-targeted DC papers and websites were all that organizations, associations and other groups had at their disposal to communicate inside-the- beltway. And let’s face it; “mediocre-looking” is a pretty generous assessment. No more. Today, there’s no excuse for paid media in service of issue advocacy to look anything other than captivating. And if it’s going to be effective, it’s going to need to be every bit as creative as any other paid media creative. From messaging that’s literally rocket science to messaging about the benefits of the elemental metal nickel, good and memorable advertising