Business sense and creativity aren’t mutually exclusive

I read with a little amazement Adrian Shaughnessy’s piece on Christmas cards (Private View, DW 10 January).

I read with a little amazement Adrian Shaughnessy’s piece on Christmas cards (Private View, DW 10 January).

As graphic designers for print, we do tend still to think it’s cool to send bits of folded card through the mail. But then, as a company, we have always been driven by business common sense rather than jumping on to the latest faddish bandwagon.

Of course, our Christmas cards are thinly disguised pitches for business – why else would we send them?

That doesn’t, however, stop them from also being genuine displays of creativity – and perhaps this is where the true difference in our respective approaches lies.

Rather than have the studio junior knock something up, as per Adrian’s experience, we treat the Christmas card as a creative investment in our business.

And the result? Fifteen new contacts already, from old clients and new prospects. Not bad for a few bits of folded card, eh?

Joe Bakowski, Managing director, Stocks Taylor Benson, Leicester LE19 1SA

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