Knowing your target demo is a crucial first step and this was one client who knew his audience well. While working as Creative Director for Robertson & Markowitz Advertising and Public Relations, Inc., I was tasked with developing a print campaign for a new community, built upon the land of an old plantation, with deep-water access and gorgeous towering oaks. Our first attempt at copy was met with a nice but certain, “that’s not lofty enough.” So I gladly turned it up a notch providing concept and copy that would lure readers with an historic story and exclusive opportunity.