The shining moment for anyone in advertising—better than winning a large account, better than selling a seemingly impossible idea—is seeing the results an idea has generated. It is the moment of truth, our reason for being. Few things top the news that a campaign has met its objective. Except, of course, sharing these results with the client. That’s pretty cool, too.

CollegeCounts, Alabama’s 529 Fund, has one basic goal: to raise new accounts year-over-year. Red Square is challenged with growing direct accounts which come from the consumer without the influence of an advisor. In 2012, we helped boost the direct accounts sold by 8.8 percent. Over the last two years, during their traditionally heaviest enrollment months, the overall new accounts opened have increased by 45 percent. All with no increase in budget.

We work in an industry of trial and error, where experimentation is expected, but positive outcomes are all that matter.