What do you do if your advertising campaign needs a fresh and innovative approach?

Before launching the full campaign, conduct small-scale tests or pilot programs to gauge audience response and fine-tune your approach. Monitor key metrics such as engagement, conversion rates, and brand sentiment, and be prepared to iterate based on feedback.

Find some fresh inspiration. Enjoy plenty of nature. Inhale deeply. Let is all out. Begin anew. Pass it on. Repeat. Do it at least 4 times for 20 minutes.

Understanding the fluctuating behavior of your target audience across seasons is key for success. Employ insightful tools to predict these trends and consider implementing a pilot program to test before a full rollout. Remember, past data holds invaluable insights, listen closely to what it tells you.

The audit and analysis is key - all too often marketers want to give their campaigns a fresh approach because they themselves are bored of them. Consumers don’t sit in meetings seeing your adverts time and time again so for the most part can go years before they really wear out an idea or campaign. Of course, if there really are elements that aren’t working that’s another story.

Listen. Listen to your customers, your front line teams, and others who use your products or services. Read your online reviews for starters. What stands out here, good and bad. Next, go visit your locations and observe the transactions. Why are people picking you over your competitor? Finally, put it all together into a one line message you wish to convey and then build your refresh. After that, test it out.

When I'm starting a new Marketing campaign, I think of the wildest thing I can and then go check the Wendy's twitter to see if they've already done it.

For a fresh perspective, there's nothing like running ideas by my teenager. It's humbling, eye-opening, and (once you check your ego at the door) very freeing. If she's not around to be my focus group of one, I find cooking to be a great source of inspiration. All the steps - choosing the recipe, gathering the ingredients, preparing the mise en place, adjusting the seasoning - engage and encourage creativity. And in the end, you have, with any luck, something delicious to eat. If only all campaigns could be so satisfying!

Looking beyond your industry is a good start, but immersing yourself in culture, music, and art can kickstart an idea. One thing I believe people don’t do enough is take inspiration from around the world and observe how they solve creative problems.

do not be bothered by rules and used solutions that 'perform' good. Be brave, go out of the box, follow your unique voice, be authentic, true, seek for emotional approach, and do not be afraid of failure, start over, because this is continuous process, an never-ending inspirational saga.

Always assume that your campaign is going to perform bad/not good. By doing this, not only are you taking a risk by going forward with an assumption to fail/not succeed, but you are also opening room for back-ups, and back-ups of back-ups, which can be new/different ideas/strategies. This risk calculation and preparing back-ups will keep you ahead of the game and at the same time will increase your odds of a stable campaign. But again, despite all that, assume all of it will be in shambles and maybe your nth backup will stand out and produce something extraordinary, haha!

Sometimes, reinventing the wheel is necessary in the market, which comes with risk. Leading the market with a different approach requires risk takers, with calculations, of course. Presenting and applying new, studied, bold approaches can change whole mindsets if your strategy works well. Any bold new approach should be within the brand values and DNA.

Not every creative thinker is a natural born disruptor. If you see a campaign and can immediately tell how to take it to the next level, you have a true talent. Your next step will be to expand your first impressions, and orchestrate a plan to articulate and execute your bold idea. On the other hand, if you are the type that needs to mull things over, reject all your “seen it, done it” thoughts (which typically come to mind first). The groundbreaking ideas usually emerge after the clichéd ones. All true creatives must assume risk-taking.

One particular way of keeping the audience engaged is Buzz Marketing. Many years back, a Kolkata based jewelery brand was launching its fourth showroom in the city. A big deal for the client but not necessarily for the consumer. To make it a big deal for the audience, I leveraged the great Satyajit Ray's landmark movie Sonar Kella (which means the Golden Fort)! The entire showroom launch was promoted as Sonar Kella 2 (like a movie marketing of the sequel). We took ads in Stage & Screen sections of newspapers, had Coming Soon Teasers & movie-type posters, and the press meet was packaged as a movie premiere. The buzz created was so great that people were discussing in trams and buses whether Satyajit Ray had actually written Sinar Kella 2!

Enhanced creative ?Creative and branding communication should be well thought which needs to be relevant with your current target audience ?Focus on delivering a wider message rather than looking at just smaller and overused bits such as offers, features USPs etc. ?Audience should feel the need to stop, relate and share the content with their friends and family. After all it’s all about stopping that thumb while scrolling. Building community ?Show appreciation to your community by adding value to their experience, making them feel included and valued as part of your brand's community. ?Host events (offline marketing) which focus on the key aspects of your brand without taking much about the brand itself.

I remember once when we had a marketing budget and one campaign left to run for the year, but our team was exhausted. We were close to making target and just one good idea away from winning. But we had nothing. In our business we all did the Gallop Strengths Finder test. So, remembering that one of our software developers had "ideation" as a strength, we invited him into a marketing brainstorming session. The poor guy came in barefoot and confused, but his eyes lit up when we asked him to help us, and he came up with a brilliant idea that we never would have thought of! You can engage more meaningfully when you look beyond people's titles or roles and understand their strengths.

Speak to your audience heart. People are emotional. You are facing an audience of fathers, mothers, sons, daughters, lovers, friends, pals, co-workers. Keep it human. Products are great, but forget just depicting their qualities. Emotions are what embed memories in peoples' brain. Speak in emotions, to emotions and with emotions. Speak to the inner core feelings. Make people cry and laugh, better if both in the same time.

If your ad campaign needs a fresh twist, first, see what's buzzing out there. Get inspired by the latest trends or totally off-beat ideas from different industries. Brainstorm with your team, no filter, just throw ideas around. Maybe invite someone quirky or creative outside your usual circle for a new perspective. Mix up your media, try something bold with digital, or go old school with print in a fun way. Shake things up, experiment, and keep it lively to capture that fresh vibe!

The digital world is moving so fast that, as a marketer, we're tempted to move on to the next idea. What is more important is to continue on the journey of the current big idea and see how to keep it relevant, make it better, and help it succeed. That learning will help you reach better results and not write it off as i tried something it didn't work. It will also help you to fail fast so you can do what you must to win.

Se sua campanha publicitária precisar de uma nova reviravolta, primeiro, veja o que está bombando por aí. Inspire-se nas últimas tendências ou ideias totalmente fora do comum de diferentes indústrias. Fa?a brainstorming com sua equipe, sem filtro, apenas jogue ideias por aí. Talvez convide alguém peculiar ou criativo fora do seu círculo habitual para uma nova perspectiva. Misture sua mídia, experimente algo ousado com o digital ou vá para a velha escola com o impresso de uma maneira divertida. Agite as coisas, experimente e mantenha-o animado para capturar essa vibra??o fresca!

Take it back to basics. It’s fundamental to adopt a mindset of constant iteration. Simply implementing new ideas isn't enough; you must consistently refine and adapt your strategies based on feedback and performance metrics – please also consider what your competitive landscape is doing and keep abreast of these trends regularly. It should be part of your routine in the morning, especially if you’re at a senior level. This iterative process will help you to continuously test new concepts, learn from the results, and adjust accordingly. With close monitoring of audience responses and remaining flexible to change, you can ensure that your advertising remains dynamic and impactful in the ever-evolving landscape we now live in!

Audience is your mirror. They will be the first one who will tell you that you're doing something wrong. Listen to the audience but at the same tme remember that they don't that they need you product until you show it to them and tell them about it. Steve Jobs' mindset!

Break it down! Evaluate the results to the smallest possible components. Numbers always tell the story. Figure out what’s working and what isn’t. Let your budget be flexible to continuously reallocate to the best performing buy strategies.

Audit Your Current Strategy: Research Your Audience Brainstorm New Ideas Collaborate with Creative Partners Monitor Trends and Stay Ahead

I believe it’s very important to analyse the results, to understand what went wrong earlier and how differently the new approach is tackling the issues. It’s critical to make sure the new approach is a culmination of learning from past experience and forward looking to ensure it stands the test of time as well knowing how rapidly changing the landscape is Create short term and long term SMART goals and keep assessing and tracking progress at regular intervals

I strongly agree and I will add technology if we are talking of innovation, everybody now have little computers in their hands with different technologies available to explore such as QR codes, vr, microsites,and I will add a dinámic participation of the consumer to recollect leads and build a committed audience for my next steps, definitely technology is a must in this approach.

Regularly analyze the results and performance of your advertising campaign to evaluate its effectiveness and identify opportunities for improvement. Monitor key metrics, track campaign KPIs, and measure ROI to assess the impact of your efforts and determine what's working well and what needs adjustment. Use data-driven insights to inform future decisions and optimizations for the campaign.

Adopt more risk. The challenge is often that those mktg. people connected to a campaign are second-guessing, diluting, changing, killing, overthinking ideas based on fears of keeping their job. Often the sensibilities and perspective that leadership might adopt is a different balance of risk/reward. Leadership therefore should almost always stay close to the work. It’s ok to trust the advice from employees but communications is far more nuanced and most of the time they need to make that balance clear or get involved. Also, the “risk” associated with a more ‘edgy’ campaign is exaggerated and fear takes over. Example: we produced a famous campaign for a retailer that caused demonstrations; but also caused significant increases in sales.

Before spending time to do a forensic review or embark on a campaign refresh - ask why do we need to do this? Teams can be too swift to jump into analysis and change. Knowing what is and isn’t working, and why, is the first step to ensuring one sets an effective and efficient plan for fixing it.

Make sure you have clearly defined what you goals and objectives are. Without that you are just wandering around. Indentify your goals, then determine what tactics are needed to accomplish them.

You might be wise to do nothing. Too often, ad campaigns are ditched and replaced because marketers are tired of them and wish to make their mark with a new direction and campaign. There's something to be said about not fixing what's not broken. Of course, great campaigns need to remain fresh and adapt to changing circumstances to be effective, but there's also something to be said about consistency and continuity. I've seen too many brands suffer from constantly changing advertising platforms. If marketers who study the category find it hard to keep track, consumers are even more at a loss to understand constantly changing campaigns and attribute them correctly to a brand.

Connect with your consumer. Advertising that is based on real consumer insight connects better emotionally and is known to drive long term growth and profitability. Understand your brands role in the consumers life and then reboot your communication accordingly.. also evaluate what kind of communication has worked for your brand in the what and what hasn't