I was hired onto my dad's company, Advantage Plumbing Heating and Cooling, when I graduated because he was tired of all the advertising representatives hounding him and wanted some fresh ideas. When I started looking at the ads that each place was creating, I was mortified. Nothing flowed or matched. The newspaper and the radio were advertising completely different things.
We had a great brand but it wasn't being promoted properly and that's where I came in. I wanted to be in complete control of our ads because each different advertiser didn't care what our ad looked or sounded like, they just wanted our money.
When it comes to advertising, consistency is key.