The other week, while I was away enjoying some sunshine before autumn, I was thrilled to learn we had won a competitive pitch to deliver a major campaign.
I cannot say too much about the specifics of this project just yet, as it is still all under wraps, but what probably pleased me the most about the news was not just that we had won the work, but the way in which we had done so.
Our lovely new client, after much consideration, had decided to award the contract to us not just because of the quality of the creative, though obviously that matters enormously, but because of the strategy and rationale we had developed to support our proposal.
This might seem like a small thing. Boring even.
But in marketing it is surprising how often this critical aspect is missed, not only by agencies, but also by some clients.
As we like to say, any competent agency ought to be able to create a decent looking brand, functional website, and attractive marketing campaign.
But what really matters is whether any of this stuff actually does the job it is meant to do.
As the always dependable industry commentator Dave Trott recently asked on his blog: “What are the basics we in advertising should be concentrating on?”
Trott goes in to quote Carl Ally, who once said “The purpose of advertising is to deliver useful consumer information in an executionally brilliant way”.
Which intuitively makes sense.
But, as Trott notes, we all too often forget the first bit (to deliver useful consumer information) because we are too busy focusing on the last part (in an executionally brilliant way).
Creative people love to create. Clients love to see their brand being represented beautifully. And we all love to pick up an award or two in the process.
“People on an awards jury can’t judge if the strategy’s any good, but they can all judge pretty pictures, so that’s what wins.
“Everyone is seduced by pretty pictures, it doesn’t matter that the pictures could be for anyone or anything. It doesn’t matter no one will remember the name of the brand paying for the pictures. Consequently, it’s not advertising, it’s just entertainment.”
Back in the studio this week we are busy as ever making things. But we try never to forget why we do what we do.
