Ten years ago, the trend was to begin your website with a “Flash Intro” including a clever vignette and maybe even some music. Today, the word “Intro” is synonymous with “Bounce.”
Today’s right creative approach is the one that works for the defined business objective. The connection needs to happen fast, and is often subtle. Ultimately, great creative is about style, usable design, underlying marketing strategy, and making a connection to the target audiences.