Creative teams and data teams should work together to make sure that the best idea has the best shot at succeeding
Companies hire advertising agencies because what we do helps them communicate how their products and services satisfy the needs or solve the problems of their customers, in creative and exciting ways that linger in the memory.As custodians of their brands, clients need to trust agencies to deliver the best possible work that delivers the maximum impact — and that trust has to be earned. Creative work, our product as agencies, should live and die by ideas.
The best advertising is the kind that solves a problem for the client — or shows how the business’s products or services solve customers’ problems. Nowadays, there’s a lot of work that doesn’t clearly address either; a large percentage of ads are simply wallpaper. There are very few ads that grab attention, demand focus and leave you with a lasting memory of the brand.
We’ve lost the feeling of engaging with customers and kindling real feelings in them. Instead, we’ve settled into developing a transactional relationship where we buy a bit of their time and largely hope that they’ll engage with the brand at some stage in the future.
The idea, then, is to have creative teams and data teams working together to make sure that the best idea has the best shot at succeeding. The best ideas will come from having all the right data on hand and combining it with the lived experience that helps us understand the essence of the challenge we’re solving for our clients.Great advertising has the ability to turn casual fans into ambassadors of a brand.
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