Have you seen one of the first commercials produced for television in the world? This is a repurposed radio advertisement. When we see long TV commercials edited for online videos, history repeats itself. In 2022, more attention will be paid to creative-first strategies based on consumer insights. In fact, creative-led activities are more likely to have an impact.
This method allows for greater flexibility and better measurement, as well as room for creativity. It can also be adjusted to show relevant ads to the right people at the right time and have the opportunity to conduct beta testing and on-site measurements.
Do you work in a creative-led agency? Account management-led? Or is it customer-driven? If it is not leading creatively, you should go home and lie down and end your career. Because unless everyone on your team—creatives, account managers, contact strategists, producers, and media—brings creativity in their roles, bombard your brand story with tens of thousands of messages every day; it is almost impossible. We have all heard the general manager of an organization stand up and say, "An idea can come from anywhere" or "Anyone can have an idea, not just the creative department." Maybe, but I think this is now a cliché. . The real fact is that everyone can bring creativity to ideas. In fact, they must do this.
Everyone who is more creative than ever before includes customers. We've all participated in research groups, and the person at the back of the room has a problem with something on your storyboard. "I don't like the red sofa in the advertisement... I hate the red sofa." I have been in the room behind the mirror, and this comment caused panic. "We need to change the color of the sofa now!"
Well, maybe some people don't like this color. Maybe it’s okay if someone hates your ad. We aren't usually the ones that handle making everyone in this country feel comfortable. Our job is to break the chaos and have the opportunity to do it. Everyone in the team needs to bring creativity because creativity is the best unfair advantage for marketers under all conditions. Too many brand activities seem to want to blend into chaos rather than stand out. Maybe this is because some marketers are too worried that if their idea is too brave, some people may not like it, and if some people don't like it (such as the red sofa man), they may lose their jobs. But if we look at some of the countries in the world, such as Brazil and New Zealand, that have the most creative marketers-if you don’t stand out, you will lose your job.
Clients must bring creativity to their roles, and agents keep their conceit at the door. Recently, I was fortunate to be invited as a judge for the One Show award. During the coffee break, I had a conversation with one of the other judges. Two years ago, he participated in REI's promotional activities. He told me the story of how his organization overcomes difficulties to win customers: “We were invited to the board of directors, where they discussed/discussed briefings with REI’s marketing team. During the meeting, the REI boss told the agency that he had an Idea: "Guys, my idea is that we close all stores on Black Friday, the biggest shopping day of the year, because we want them to shop in the suburbs instead of indoors."
The story goes that four of the five agencies he told ignored it, but one agency took it, developed it, and pitched it back to him. Not only did this agency win the pitch, but they won every Advertising Grand Prix going across the globe last year. The REI idea has since become the most referenced idea in every ad agency brainstorm in the world, but if the client had not felt he had the right to be creative, it never would have happened.
Nice
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