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The entertainment factor in current advertising

It seems that advertising professionals are starting to work their way into a trap. The trap is this—there are so many commercials and it is so easy to surf away from long commercial pods—therefore my commercial has to be so entertaining that people will really want to watch it. Same is true in many print ads…oftentimes, if I can’t shock ‘em I can’t stop ‘em. 

At the end of the trap is the fact that many viewers and readers totally miss the point of...

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April 14, 2014

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Seven ways that SEO can be useful to your company

SEO has a tendency to be complex. With all of the terminology and strategies out there It’s easy to get wrapped up in the details. What is sometimes missed in all of the complexity is that at it’s core, SEO can bring a number of straightforward benefits that go beyond the technical.

Creating useful content

If there is one thing that we’ve learned over the last few years with SEO, it’s that Google has clearly put the focus on content. The signal is loud and...

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April 03, 2014

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Is your agency a vendor or a partner?

In a time of tight deadlines and tighter budgets, it can be tempting to jump right into execution mode when engaging your agency in a new project. After all, you know what you need, you know your audience, and you know your message. But in doing that, are you leaving potential sales on the table?

When you view your agency as a vendor, essentially placing an order for a project, you’ll receive well-executed, technically proficient work. It may even achieve your desired short-term results. But you’ll be missing out on the strategy, critical...

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April 03, 2014

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What’s the value of good creative?

Let’s say you are spending $1million dollars on an advertising campaign.

If your creative gets 10% more of the audience to notice the campaign you could argue that the creative is adding $100,000 of value because it is making the media buy more effective and thus more valuable. This math is probably too simple, but the point is clear.

More engaging creative is almost always worth the investment. Yet many companies seem to believe that cheaper is better. Or if it’s homemade, which is even cheaper, it’s even better. 

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April 02, 2014

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Poll: Agency Expectations

The most important thing I expect from my agency is

April 01, 2014

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A historic location

The historic 333 North Michigan Avenue Building was constructed in 1927 on the site of Fort Dearbon, the first Chicago settlement built in 1803. Fort Dearborn was strategically positioned along the Chicago River making it a prime location for travel and trafficking goods – and now it positions the building in heart of Michigan Avenue.

The first thing you notice is the unmistakable art deco design. It was derived directly from Eero Saarinen’s designs for the Chicago Tribune Tower and his Grant Park skyscraper proposal. A bas-relief frieze by sculptor Enrique Alferez winds around the building, commemorating Chicago’s pioneer past while adding exquisite detailing.

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333 North Michigan Avenue