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I have been reflecting recently on the often vague, and sometimes paradoxical,
quality of marketing communications that we call "creativity". Anyone
who has been in the Marketing Communications business for any length of
time knows from experience that "creativity" is very difficult to define
- and also knows that ads deemed to be creative in design may have won
awards but failed to change perceptions, create preference, or raise
awareness levels - all legitimate goals for creative advertising. Why is
this so? How is it that good Agencies, with good clients that have good
products get stuck in the downward spiral of frustration over a lack of "creativity"?
When I was new to the Advertising Agency business, a Mentor shared with me some of his observations on the subject of creativity. His insights have proven to be both profound and timeless, and I find them to still be amazingly relevant. I thought I would share them and ask what others think. These thoughts were all developed from the Agency perspective, but, experience has taught me that whether you are the Agency or the Client, you should be able to recognize them as symptoms of a relationship headed in the wrong direction.
Over the next several weeks I will post these observations to provide the opportunity for review and comment. As you will see, they were originally written a little tongue-in-cheek but, in my opinion, they are very insightful. So, here you go, five "Sure-Fire Ways To Kill Creativity":
*Don't bother to tell your creative team anything about strategy, goals, product advantages, consumer benefits, or any of those kinds of details - Make them "dig out" all those facts - that will teach them how to be resourceful.
*Be vague about the budget - Even though you know how much you are willing to spend, don't share that information with your creative team. It will keep you in control if you can always drop the "that costs too much" hammer.
*Maintain your distance from the team - Meeting with your creative team might give them a chance to understand your point of view, your likes and dislikes, and some of the more subtle benefits/advantages of your product.
*Assign a Committee to review all creative submissions - If you look around, you can surely find someone to find something wrong with everything that is presented.
*Be unavailable at deadline time - You can miss all the last minute hair-pulling. Of course, some advertising may appear without your final review and approval, but, you can always pin the blame on someone else.
Are you beginning to see a trend that you might recognize in some of your own Agency/Client relationships? If so, take heart. You are not alone and many, many others have had to deal with similar situations. Let me know what you think and/or what your experience has been in the "creative" arena.
When I was new to the Advertising Agency business, a Mentor shared with me some of his observations on the subject of creativity. His insights have proven to be both profound and timeless, and I find them to still be amazingly relevant. I thought I would share them and ask what others think. These thoughts were all developed from the Agency perspective, but, experience has taught me that whether you are the Agency or the Client, you should be able to recognize them as symptoms of a relationship headed in the wrong direction.
Over the next several weeks I will post these observations to provide the opportunity for review and comment. As you will see, they were originally written a little tongue-in-cheek but, in my opinion, they are very insightful. So, here you go, five "Sure-Fire Ways To Kill Creativity":
*Don't bother to tell your creative team anything about strategy, goals, product advantages, consumer benefits, or any of those kinds of details - Make them "dig out" all those facts - that will teach them how to be resourceful.
*Be vague about the budget - Even though you know how much you are willing to spend, don't share that information with your creative team. It will keep you in control if you can always drop the "that costs too much" hammer.
*Maintain your distance from the team - Meeting with your creative team might give them a chance to understand your point of view, your likes and dislikes, and some of the more subtle benefits/advantages of your product.
*Assign a Committee to review all creative submissions - If you look around, you can surely find someone to find something wrong with everything that is presented.
*Be unavailable at deadline time - You can miss all the last minute hair-pulling. Of course, some advertising may appear without your final review and approval, but, you can always pin the blame on someone else.
Are you beginning to see a trend that you might recognize in some of your own Agency/Client relationships? If so, take heart. You are not alone and many, many others have had to deal with similar situations. Let me know what you think and/or what your experience has been in the "creative" arena.
Jim Kleypas
President
BK&A Advertising
President
BK&A Advertising
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