Advertising is a complex process; the idea is to build a creative that connects with potential buyers. It must be creative while staying grounded in the real world. It is expensive, so it has to produce measurable results. It must be conventional, yet imaginative. Companies are increasingly under financial strain and the result is the advertising business is in trouble worldwide. Agencies are becoming heavily dependent on their campaigns being led by metric this is zapping the creativity from today’s campaigns and fewer ads produce the desired result. Thus, new ideas are needed.
Your Ads must work in an increasingly noisy world. Too much new information is being exchanged. The key to standing out is being simple – this is not easy nor as instantly admired as being complex. Yet, a good ad must be simple, though not stupid – and it must be subjective enough to be credible.
Consistency builds brand equity or loyalty among all audiences. Nurture customers by keeping them interested in your brand’s activities and development. To maintain your message consistency, the same team that helps build the brand should approve the ads.
Advertising has many functions, including selling. But what exactly should be sold? Often ads place too much emphasis on building products, not brands. The result is that too many products have similar brand values. This produces confusion. To break this cycle, ask: What does the advertising want to achieve? Who should be targeted? How can the goal be achieved?
Research shows that people make decisions based on emotions, political beliefs, spiritual leanings and, least of all, rational factors. However, most ads mistakenly are very rational and only stress product benefits, not the emotional aspects of buying. To build the idea of the brand, sell the emotions around it. This makes for stronger campaigns. The challenge is to find the right emotion.
The most powerful advertising creativity stems from actual experience and culture. Sometimes one culture’s perspective resonates with a client and a product, and that eventually creates ripple effects worldwide.
To get noticed, ads must be more interesting than their surroundings. Great ads must make an impact, but they also must be accountable for the emotions they create. Strong ads should be likeable, meaningful and relevant. The dominant theme in developing good relevant ads is to focus on the human truths associated with using the product or service.
Humor is powerful; it can help make people actually like a product. Most ads are rational and present a product’s benefits. But logic is not as powerful as laughter. Humor, which should be based on truth, comes from actually observing ordinary people. Being contradictory is one way to create humorous situations.
Big idea stems from a dramatic change in conditions, a vision, a revolution in approach or thought that creates something new. To produce a creative disruption, follow a three-step process. First, identify the company’s conventional thinking and the basic assumptions behind its operations. Next examine the components of the brand. Then comes the challenge: find the right disruption, the one that can actually benefit the company’s position. This disruption can serve as the platform for a new vision or challenge a brand category or market.
The culture of a creative organization provides the framework for its output. A sick organization will not produce great work. Confident agencies generate good work, since they nurture creativity even in a viciously competitive and subjective industry. Those characteristics do not normally foster support and co-operation, so avoid them. Seek inspiration from talented people and support their efforts. Be a team player.