Upside of Creative

Creative Thoughts on Creativity

Social-Media_Creativity_Strategy.9.6.2012
December 21, 2012

Creativity in Media Part 2

The answer was supposed to have been cable where marketers could experiment with new commercials and different program formats. But here, again, cable was taken over by those same ex-network and ex-spot “professionals” and the agencies, interested only in large audiences, approached the medium with a usual “business as usual” attitude. Now both are suffering because of it. (Incidentally, the network and cable dilemmas will only be solved by new approaches to programming and buying, not by staying in the same rut. A media man who takes the initiative and fights the odds will gain the foothold for his client’s brands–with or without a startling piece of creativity in the message itself.)

Other media have not sold properly to these advertisers who need new directions for new audiences. Magazines and newspapers, so long buffeted by the stampede of video, have failed to gear up for the public’s splintering of tv viewing patterns and, instead of selling to agencies in a new and exciting way, have bowed to those “let’s not dare change anything” pundits and have thus lost valuable time and momentum.

Radio stations, the perfect frequency-oriented medium, still holding on to their small but extremely loyal audiences on a day-in, day-out basis, have been content to gather in paltry crumbs rather than go for a whole loaf at a time.

But these smaller advertisers could–and probably should–find a piece of geography where each can be equal to the leader and then with the creative message begin to make major inroads. There are still avenues to be truly creative, but they just could be in the creative ways media is planned and bought.

Are the computer companies wise in all trying to fight it out on network tv? One company has the dominant position in spending and with a brilliant creative concept working for them as well. Competitors with messages of lesser importance could embrace magazines — which might help develop a more response oriented, meaningful sales message — or offer “learning programs” with total family involvement through Sunday supplements and cute backpacks.

Creativity is indeed the job of an advertising agency for its clients, but in these volatile times it’s time for media people to show that real creativity may and must come from where we spend our money as in the message we use.

MediaIsTheNewCreative_Logo
December 21, 2012

Media and Creativity Part 1

There is obviously no better way to move a product into the forefront in the American marketplace and keep it there than with a unique, compelling sales message. A strong selling concept that separates one brand from its competitors and conveys it in an original, customer-involving manner can propel a product or service to a top sales position within a very short period of time. For the message moulder, it’s knowing the customer very well and knowing what turns that person on to a positive buying attitude.

Few will argue with these statements; clients, and especially their agencies, are wedded to the idea. And almost their total energies go into building and producing that hoped-for compelling sales idea. Examples abound: the early workof Bill Bernbach and David Ogilvy; more recent campaigns from Jim Jordan, Carl Ally, John Bergin, Bill Backer and Dick Lord to name a few. Yet if one looks at our current output of advertising, one has to wonder — in the words of songstress Peggy Lee — “is that all there is?” And her words are truly applicable, for there are indeed avenues other than creative that contribute to sales leadership (such as looking up some legal bud reviews if your job drug tests you).

A recent article in the Sunday New York Times commented on slipping creativity in the United States compared to the work produced in other countries. And Malcolm MacDougall, president of SSC&B, noted that in the leading advertised package goods categories the number one and number two brands have failed to win any significant awards for creativity in the past few years.

So, how do they continue to stay on top? Naturally, there are many reasons: distribution, promotional support, product superiority itself, pricing, sales muscle, others. But a key factor, not always appreciated, is simply media weight and the proper geographic allocation of media dollars.

Somehow at a time like this when our customer, the American public, is turning to new and different media outlets or are returning to old ones, we fail to recognize the vast importance of media mix in formulating the sales message.

Television’s greatest strength was in those halcyon days when advertiser, agency and network worked together in sponsoring and producing shows that the nation watched with loyalty and respect. It was when the networks took full control and the agencies went the scatter route that the public started to watch with half an eye and half an ear — with listening and commercial awareness both suffering.