Just like matters of the heart in literature and movies, in the advertising world, there is a conflict of interest between love and money.
The problem is that it’s our love, but it’s the client’s money.
We love doing anything “creative.” We love a pretty ad, great typography, a clever turn of phrase, cool visual effects in a commercial, and the challenge of doing something no one has ever done.
The client wants to do something that makes the cash register open and close. He doesn’t care at all about winning an Addy, mentions in AdWeek or getting something for his book. It’s an investment in his business. He’s concerned with the bottom line. He is trying to put food on the table, keep the lights on, and product moving out the door.
So who wins? No one, like The Great Gatsby? Everyone, like Pretty in Pink? (Yes, I just made that analogy.)
Great creative sells. That’s what we tell clients. But the truth of the matter is, uncreative ads sell, too. Often not as well… sometimes better. But you’ll never hear us admitting as much to a client. After all, we’re in the creativity business. That’s what we tell ourselves, right?.
The truth is, we’re in the business of advocating for our client. We find the best way to get the client’s message to their consumer. Awards are nice, but they don’t pay the bills. We are in business to sell. And if we get to do something creative and great, so much the better.
Is creativity a sign of great advertising? No, not really. It’s a sign that the copywriter and designer were thinking, but it doesn’t guarantee success. For one thing, the target audience has to “get it.” If they don’t, it’s a failure. There have been many debates about the necessity of creativity in advertising. But what does it do, really?
…
The problem is that it’s our love, but it’s the client’s money.
We love doing anything “creative.” We love a pretty ad, great typography, a clever turn of phrase, cool visual effects in a commercial, and the challenge of doing something no one has ever done.
The client wants to do something that makes the cash register open and close. He doesn’t care at all about winning an Addy, mentions in AdWeek or getting something for his book. It’s an investment in his business. He’s concerned with the bottom line. He is trying to put food on the table, keep the lights on, and product moving out the door.
So who wins? No one, like The Great Gatsby? Everyone, like Pretty in Pink? (Yes, I just made that analogy.)
Great creative sells. That’s what we tell clients. But the truth of the matter is, uncreative ads sell, too. Often not as well… sometimes better. But you’ll never hear us admitting as much to a client. After all, we’re in the creativity business. That’s what we tell ourselves, right?.
The truth is, we’re in the business of advocating for our client. We find the best way to get the client’s message to their consumer. Awards are nice, but they don’t pay the bills. We are in business to sell. And if we get to do something creative and great, so much the better.
Is creativity a sign of great advertising? No, not really. It’s a sign that the copywriter and designer were thinking, but it doesn’t guarantee success. For one thing, the target audience has to “get it.” If they don’t, it’s a failure. There have been many debates about the necessity of creativity in advertising. But what does it do, really?
- It differentiates the product from the competition.
- It positions the product in the mind of the consumer.
- It helps the customer’s memory.
- It helps to build the brand.
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