Cindi Houtz's Contact Details

Cindi Houtz's Company Details

Burford Co. Advertising

Richmond, VA, US • 5 - 9 Employees
Advertising/Marketing/PR

Burford Advertising is a full service agency located in Richmond, VA. We handle local, regional and national accounts. We've been in business since 1969 by doing campaigns that work, not just get awards. We admit it. We were once caught up in the advertising awards game. Throughout our agency's history, we've won thousands of those certificates and trophies that get your name in the paper and can lead you to believe that winning awards is what advertising is all about. You really can lose your perspective.The truth is that award-winning creative work and effective creative work is not always the same thing. Creativity is a wonderful tool for making an ad more effective, but it shouldn't be an end in itself. Our clients, who are smart people, want us to concentrate on "effective" rather than "award-winning" work. And that's where we focus our efforts.At Burford, you won't find copywriters and art directors doing ads to meet the evermore-esoteric standards of today's award shows. Nor do we have creative people trying to use the client's advertising budget to entertain their peers or realize their own dreams of being a novelist or a painter.Does the idea we've created draw attention to the client's ad? Does it help our target audience remember this ad? Will it help them understand our sales message? And are they likely to buy it because of it? Those are the questions we ask about our creativity. Not whether or not it will make our creative people famous.