However, coming to the bigger picture, creativity is
often defined as the public face of an ad agency; the external manifestation of its culture. Every piece of work builds the agency’s & clients brand. Some experts believe that this brand-building exercise can be measured in 5 ways. One, by the number of clients who stay or leave. Two, the number of pitches to which the shop is invited. Three, the quality & calibre of people it attracts. Four, by what its peers, clients and competitors say about it and five, by the awards they win in major festivals… They also believe that to create truly great advertising, 3 elements are de rigeur. One, the management should genuinely want it. Two, the creative guys should have the ability and confidence to produce it. Finally – the most important – the clients must recognise, green-light and endorse the work and buy it with enthusiasm and vigour.
Another special and spot-on fact is articulated with passion by another hi-profile ad practitioner, “It’s great clients who make great agencies and great campaigns – not vice versa. Remember they are the guys who take the risks, buy the stuff and have the balls to run with the idea! When you look at some of the truly great stuff done in recent times (Apple, Absolut, Volkswagon, Nike, Fevicol, Airtel, Liril, Surf Excel, Vodafone, Perfetti, Aviva, Fair & Handsome, Dove…) chances are, you’ll find a great company behind it… and behind the great company a great visionary who challenges and stretches you as much as you stretch him. There has to be (and usually is) a tacit investment of trust and belief that is both inspirational and stimulating. It drives the process. It can never be a one-way-street.” There is also a word of caution. “The advertising should educate them with evidence. Remember clients are in the business for results – not to tilt at windmills, be courageous and brave for the sake of being perceived as courageous and brave!”
For Complete IIPM Article, Click on IIPM Article
Source : IIPM Editorial, 2008
often defined as the public face of an ad agency; the external manifestation of its culture. Every piece of work builds the agency’s & clients brand. Some experts believe that this brand-building exercise can be measured in 5 ways. One, by the number of clients who stay or leave. Two, the number of pitches to which the shop is invited. Three, the quality & calibre of people it attracts. Four, by what its peers, clients and competitors say about it and five, by the awards they win in major festivals… They also believe that to create truly great advertising, 3 elements are de rigeur. One, the management should genuinely want it. Two, the creative guys should have the ability and confidence to produce it. Finally – the most important – the clients must recognise, green-light and endorse the work and buy it with enthusiasm and vigour.Another special and spot-on fact is articulated with passion by another hi-profile ad practitioner, “It’s great clients who make great agencies and great campaigns – not vice versa. Remember they are the guys who take the risks, buy the stuff and have the balls to run with the idea! When you look at some of the truly great stuff done in recent times (Apple, Absolut, Volkswagon, Nike, Fevicol, Airtel, Liril, Surf Excel, Vodafone, Perfetti, Aviva, Fair & Handsome, Dove…) chances are, you’ll find a great company behind it… and behind the great company a great visionary who challenges and stretches you as much as you stretch him. There has to be (and usually is) a tacit investment of trust and belief that is both inspirational and stimulating. It drives the process. It can never be a one-way-street.” There is also a word of caution. “The advertising should educate them with evidence. Remember clients are in the business for results – not to tilt at windmills, be courageous and brave for the sake of being perceived as courageous and brave!”
For Complete IIPM Article, Click on IIPM Article
Source : IIPM Editorial, 2008
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