Creative Development Process for Agency
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It’s not about awards.
It’s never about individual accolades.
It’s always about the results.
There is an old advertising agency story about the agency that swept an
area award show and upon picking up their last trophy announced that
the creative people getting the awards were available for work because
the firm shut down.
Awards are nice. They salute quality creative. However, real quality
creative can only be achieved when it produces desired marketing
results.
If that is a print campaign to get attention for a store opening, a
television spot to position a product with a different customer base or
a direct mail and internet campaign to build retention among existing
customers, our creative duty is to attain the tangible results we
pre-set for our work.
The Devil is in the details. At our agency, that means setting
objectives for our creative to attain.
Yes the work must captivate. Yes it must be brilliantly produced.
But it must always be focused in on the consumer and pre-designed with
what that consumer wants, not just what our agency wants.
We have dozens of awards for creative decorating our walls, but what
keeps those walls around us is the success our creative has had for our
clients.