Conditions for creative success
Hybrid working, fear of social media backlash and the absence of a common mission are among the biggest hindrances to making great advertising, according to a consultation carried out at the behest of a TV trade body in the UK.?
Laurence Green, a strategist who co-founded Fallon's London agency and also 101, conducted the research into the conditions for creative success on behalf of ThinkBox, interviewing 34 practitioners at some of the UK’s best-known brands and agencies in April and May.?
According to Green, the foundation of successful creative development is an agency and client that are ‘ambitious friends’ with a shared mission and a clear sense of ‘what good looks like’, as well as a belief in the transformative power of creativity.?
Great campaigns also tend to focus on memorable ideas that work on an emotional level and can stretch across platforms and time, says Green, and agencies and clients should resist the urge to abandon tried-and-true recipes to chase new ideas. Green also advises clients and agencies to resist the urge to interfere once their idea goes into production, and instead trust the judgement and craft skills of the specialists.?
‘You can run most of the great campaigns people talk about through this checklist for best practice and find every box ticked,’ said Green in a press release. ‘The red thread through it all is optimism, mission, teamwork and imagination.’?
As well as recommendations, Green identified barriers to producing great advertising, too.?
The biggest barriers identified by Green include: hybrid working, which can stymie serendipity; fear of social media backlash, which makes clients risk-averse; focusing on immediately measurable marketing activity; a lack of access to senior decision-makers and the short tenures of marketing leaders; and a bent for awards-bait tactical activations over long-term strategic brand building work.?
'We need to start with the barriers, because there are many…and because some can be tackled, sometimes even just by raising awareness of them,' said Green.??
ThinkBox is hosting a live-streamed?event ?today at 9:30am (BST) during which Green will discuss the findings on his consultation, and it will?available to watch on demand afterwards. ThinkBox will also publish the findings as a white paper,?From Good (Work) To Great (Work): Improving The Odds, later this month.
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1 年Meh... this... Green also advises clients and agencies to resist the urge to interfere once their idea goes into production, and instead trust the judgement and craft skills of the specialists.? I would not. I won two Addy awards before switching to media and strategic planning. I honestly would never trust the judgement of the "specialists" at all. I would only trust data and by data I mean quantitative data as to what my different segments consider important, and moving, and emotional... in my 40 years I've seen a lot of "specialists" put forth among the most stupid ideas ever, anything from targeting young buyers for new cars (they don't buy new cars) to having a famous actress say on camera the "she" uses XYZ liquid soap when doing the dishes (they have maids and dishwashers). The problem is compounded by the fragile ego of many of these "specialists" who think that customer feedback is some sort of affront to their "specialist" status and by the stupid repulsion many of them feel about math, statistics and numbers. Unless you are dealing with the one or two industry superstars, I'd rather cut off a finger than trust "specialists" based only on their judgement.
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1 年Thanks for the updates on, The Contagious Weekly Edit ?? ?? ? ?? ?? ??.
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1 年Great opportunity