Creating impactful advertising is a process that’s part art, part science. Our creative team might be wizards when it comes to creating adverts but to get something that really gets a brand message across and ensures a campaign delivers on the all-important KPIs it is essential we work with the client.
Our clients are our best source of inspiration
We’re fortunate enough to work with some fantastic brands with owners and marketing teams who are passionate about their products. Nobody can tell us more about why an offering is unique than the person who lives and breathes it. By listening and talking with clients we discover more and delve deeper into what makes something special. It’s these precious nuggets of information that form the foundations of the most impactful advertising campaigns.
The problem with clients…
Clients tend to fall into two camps when it comes to creative. The ones that have a firm view of what they want and the ones that have no idea. Our ideal client? Someone who sits somewhere in between.
Client input is essential when it comes to crafting advertising creative that delivers but at the same time we ask clients to take a (small) step back and trust us to know what resonates and inspires action. We appreciate it’s difficult, we’d never pretend to know a customer base or a product better than the advertiser themselves but what we do know is how to talk to target markets in a way that makes them respond. And we know how to design ads that really highlight the benefits to the consumer in a clear and concise way that ultimately drives sales.
However, clients who tell us they have no idea what they want and leave it entirely up to us might sound like the ideal but they rarely are. Advertising creative is incredibly subjective and without input from the brand themselves it’s very easy to create something they just don’t like. This can lead to frustrations all round.
How can clients help us deliver great advertising creative?
The starting point for great advertising creative is a good brief. We can tell you what makes an effective ad but we can’t tell you the absolutely best thing about your product, how your customers feel or what you like.
Key things we look at in every creative brief
- What makes your brand/product different?
- Who are your customers?
- What are the key product benefits?
- What’s your campaign KPIs?
- What creative style do you think aligns best with your brand?
AJ – an agency that listens
Fantastic advertising creative doesn’t just happen, it evolves. Effective advertising is always a collaborative effort between client and agency. This is why we take the time to understand a client’s business before we even start. We ask questions and importantly, we listen to the answers. Your social media engagement may not seem relevant when designing a press ad but everything about you helps us build a picture that encapsulates what makes your brand great. This is why you’ll find us trawling through testimonials on your website, why we follow you on Facebook and why we always keep a dialogue open.
If you’re looking for a creative team that is not afraid to take the lead but keeps your business at the heart of everything you do, you need AJ. Get in touch if you want to chat, we’d love to start the conversation.
For more information on our creative services click here.