By Michelle Edelman, President @ NYCA

On so many creative briefs, we see the same objectives over and over. Build awareness, create that elusive thing called buzz, grow topline sales, increase customer loyalty.

When’s the last time you saw a creative brief that instructed: thank our customers?

For many of us, the answer is probably never. Our efforts are always so focused on asking for the order, or gaining likes or fans or friends, or inviting the consumer to attend, save, sign up, share — all of this in anticipation of a purchase. Let’s be honest. We’re salespeople, really.

That’s why I wanted to share a particularly simple and moving experience from my recent purchase from Toms Shoes…

(Read the full article published in AdAge.com’s Small Agency Diary here.)