I've heard it said that a great headline is the most important part, as is a great photograph, and the call-to-action
Senior Market Survey Results Coffee Table Book
Also, a PDF marketing piece, these 83 pages of data are smothered, diced, chunked and covered.
The HR department wanted to publicize an increase in company referral bonus by creating posters for the common areas around the office. I said to the designer "Go with an old Russian propaganda theme. using our colors but don't sweat the font—find something that will make it look legit."