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I recently had a chat with a friend of mine about creativity in marketing campaigns locally. The argument revolved around the lack of new and creative ideas which agencies and brands put forward. I was about to jump in the boat and add in other restrictions in the local market, mainly tiny budgets and just tiny per se.
But my statistical background makes me want to research almost everything. Even creatives need to sell their work and this does not necessarily mean being less creative or more mainstream, but doing a full job:
Step 1: Recieve campaign brief
Step 2 Brainstorm
Step 3: Draft proposal
Step 4: Sell it!
(but no it doesn't stop here)
Step 5: Execute
(and there's more)
Step 6: Measure, Measure, Measure
Step 7: Go back to step 2 quickly enough for step 2 not to happen.
Pretty straight forward, isn't it?!
Sunday, January 18, 2009
It's ROI, not creativity!
Posted by
Karl Galea
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1 comments:
i'm not so sure i tend to agree with you concerning budget restrictions - i mean think about normally production of a 30sec plain advert would cost in the region of minimum 2,000 EUR and total for airtime in the region of a minimum of EUR 3,000 eur - a total of 5,000 eur to produce a well probable mainstream advert that our country has become accustomed to. Now think about how many advertising agencies manage to sell ideas such as the following which are more cost effective -
branding trees - like the pieta road going to valletta - think of how many cars pass from that road and the traffic that generates that road - imagine branding the trunk of trees along the passage way in an amusing aestethic colourful design - or think about all these abadoned houses imagine using protective paint to advertise a product - or having an 8m installation in the middle of republic street - or using regional road on the way up to university from msida - using that bare war as an exhibition space for creative illustrations for an advert or message to come across - projects like these are cost effective and moreover they generate curiousity because they are different - but instead we just produce adverts involving well known personalities which makes us stereotypes and always repeating the same ideas over and over again - conclusion - its all about selling the idea
maria schembri redapple
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