Marketing and advertising teams benefit from being built with people with different experiences. Yet the lack of a commons set of tools and resources for developing creative can slow the whole effort down.
Great creative was, and still is, driven by great thinking. Not just the thinking of great creative people. But of smart marketers and messaging strategists that help provide the creative people with direction to translate into something special.
If you remember these three things, you’ll have effective advertising: have a real objective, make it about the, present something interesting.
A creative team doesn’t want a “blank canvas.” That means they have to figure out where to start, where to go, what to say. What the creative team really wants is a well-crafted messaging strategy.
Ultimately, PR & Social Marketing work within the same realm as Advertising. If great advertising uses a Messaging Brief, would PR & Social be even better if they, too, worked from that?
I’ve been doing this advertising thing a long time. Things have changed in ways I wish I could have imagined. But what it leads to the most amazing work is still a great creative strategy.
Not everyone in an organization is in a position to divine the insights that lead to great Creative Briefs. So, if you want great creative, don’t ask managers for whom it is not their role and skill to write a Creative Brief. That’s how bad creative happens.
Creative teams and marketing teams too often don’t get along. Is this natural friction caused by one party being cattle-drive yip dogs chasing due dates while the other toils in the field. Maybe. But I think it’s more rooted in creative teams thirsting for really good direction from which they can make great work.
Creative Briefs that miss the inclusion of strategic information are really just about assignment facts. Work gets done because there is a due date. But it’s not as good as it should be. And people are unhappy.
How you respond to seeing creative can have as big of an impact as what you say. Here are some responses I’ve heard that are not great, and some better responses that would likely have resulted in a better outcome.
As with the work that each of us does, the work that a creative person does is a reflection on them. So there is a lot of emotion involved. Here are a few guidelines that should help meetings when you review creative.
There may only be a handful of differences behind what makes for good creative and not-so-good creative. But they are really important.