We’ve all sat in the creative meetings where we make something out of what seems like nothing. Those are great days that keep us coming back to the office with high hopes. Then there are the days when a simple task gets turned into a massive mess simply because nobody is allowed to focus on the goal. Instead, there are multiple goals, sometimes for multiple audiences.
Advertising shouldn’t be so hard — yet so often it is. Most consumers believe they know how to create ads simply because they are bombarded with messages daily and have no problem identifying what they like and don’t like. But being creative is only half the battle. The bulk of the work comes on the front end when everything gets defined around one clear objective in order to allow the creatives to form a message that cuts through the clutter and spells out the benefits — quickly and easily.
While we on the agency side certainly get in our own way when creating ads, clients (or, better said, the clients’ bosses) can also contribute to the problem by trying to have agencies add too much to the creative in order to cover as much ground as possible.
The end result, as you’ll see in the video below, is totally ineffective.