It’s not just about ‘looking good’

Advertising8 March 2017

Creative that looks good is great. But creative that builds your brand and adds to your bottom line is fantastic. All too often sadly, the creative product doesn’t live up to expectations and here are a few reasons why:

Not enough ‘thinking time’ before commissioning the project

Often, many projects are the result of reactive rather than proactive thinking and the pre-planning tends to reflect this. Instead of considering the problem at hand and how to remedy it the ‘go’ button is pressed, and work begins. The creative looks great; the writing is pithy and direct, the execution smart and the end-product sublime. The only problem is, it isn’t working! Spend some time at the front-end thinking about whom the creative is aimed at, what it needs to communicate and what it needs to achieve. A concise brief will help to synthesise thinking, provide critical information and inform the creative team of what is expected of their work and what must be included. Don’t skip this stage; it is crucial for the outcome of the entire exercise.

Art for art’s sake is a waste of the client’s money

Creatively, we’re not here to please ourselves; we work to enhance the client’s profitability. If the execution requires a Hollywood A-Lister as talent, a shoot in an exotic location and the final product exceeds client expectations they’ll love you for it. If it bombs, then the client relationship is likely to do the same soon after. Great creative doesn’t need to cost the earth, and most customers understand that ‘to make a dollar you need to spend a dollar’. But spending lots of dollars with one eye on the advertising and design awards won’t do anybody any favours in the long run.

Why have a dog and bark yourself?

When you engage creative services, you are buying into their experience and expertise. So why not make the most of it? If you’ve taken the time, consider your expectations and write a good brief (point one) and your creative provider isn’t given to creative financial incontinence (point two) then you should expect a final product that does the job you require. On the other hand, endless copy changes, image suggestions and layout modifications usually do nothing other than dilute the creative effort. Constructive feedback and criticism are expected, questions and queries welcomed, and corrections to mistakes or omissions necessary. But endlessly changing things to suit your idea of how it should look seems like a waste of money?

Good creative is a collaborative effort. You’re happiest when you’re provided with what you need, and we work best when we’re a value-adding partner in a process. If that sounds good to you, give us a call, and we can talk about how we can produce creative ideas that don’t only look good, but promote your brand.

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