Can you predict a project outcome based on the level of skills of those working on the project? Consider the following scenarios:
Producing a predictable response is quicker and costs the client less in terms of time spent. But where does a predictable idea get you? Not too far. It doesn’t serve the client nor the creative team who was forced to produce.
Think about it from your perspective as a consumer. How many commercials, ads or even marketing messages do you actually pay attention to? Out of those, how many do you remember the brand involved?
More importantly, as the creative person behind the predictable idea, how likely are you going to want to work on that client, or any other project, again if the results are going to be the same?
Now think about the ads you like, look forward to seeing again, and quote to your friends. This is the stuff of champions. The campaigns that grace the awards annuals show what this industry could be everywhere, instead of a chosen few agencies and clients who are willing to take the time to be better.
Stay tuned for the last blog in the series: Part 6: The Bottom Line
Filed under: advertising Tagged: | advertising, creative, creativity, ideas, organization
