There may only be a handful of differences behind what makes for good creative and not-so-good creative. But they are really important.
If the creative team doesn’t use the creative direction provided, the place to look may beat the direction itself.
There are two simple things that great presenters do that helps creative sell. If you only did these two things, your work would be 10% “stickier” with clients.
I recently wrote about the difference between goals and objectives. Why that difference is important, and why well-defined SMART objectives are so important to marketers. I wonder if it’s possible that knowing the difference between a strategy and a tactic is really simple.
I believe goals and objectives are two different things. And if we treat them the same way, our lives are marketers will be harder. Read why they are different.
Get Better Creative workshops provide entire teams with tools and learning that will get them working together more effectively to develop, sell and produce really effective work. The AMA’s Successfully Managing the Creative Process is the same learning for one or two people. Scheduled for November 5 & 6.
Only 50% of marketers provide above-average creative direction. Those that do are providing better than average information and insight about the target audience. And that is driving better success for their brands. Are you above average?
“Determining whether creative is “good” starts with whether it is on strategy. And that starts with whether there is a defined creative strategy to start with.
In the development of creative, there are sometimes mandatory elements that need to be considered: some may tell you what you can’t do, some what you have to include. It’s never a laundry list, but if the creative must consider it, that mandatory needs to be part of creative direction.
Creative Briefs that include a section something like “the single-minded idea the creative should communicate” can create problems because this single-minded idea can become the creative direction: do this.
A well-written creative strategy is going to allow the creative people to get to something effective faster and more smoothly. And the more you do them, the better they’ll get and the faster you’ll be able to develop one that works.
You can play the odds to get to good creative without the discipline of a strong, written creative strategy. But there are at least 7 reasons why your creative efforts will benefit from writing one.