Creativity in advertising agencies

Résumé du document

Building an advertising campaign requires a great deal of advice. You are not going to venture to communicate for a company without knowing its needs perfectly. It works on the same for products or services. This exploration work, which is realized upstream, has to be realized minutely. Its history and culture are very important but there are also the history and culture in which the client is enrolled. Without a general culture, there is no salvation for communicants. This is thanks to this culture that we are going to define the best we can as the adequate balance between service, product, brand on one part and the client on another part.
Nevertheless, creatives are not artists and if all the work that conducts to the result (the concrete advertising) is rich and deep, you don't have to forget that the result is most of the time poor and ephemeral.

Extraits

[...] Maybe a part of the answer to that problem is that there is no brand identity. The affirmation of a brand identity is a key point if we want to avoid this problem. Because companies always want to answer to consumers needs, they are going to do like all the companies on the sector; they become everyone, so no one, without an identity. A creation is a relevant expression of a strategy, but this one doesn't have to be common, or erroneous . otherwise we can have that kind of similarity! [...]

[...] It happens frequently that the company is not agreeing with the agency, only for testing the efficiency of the strategy proposed by the agency. Once that the problem is well encircled and that the remarks were made, the process calling upon creative is moving. The creative ones should not only create according to their desires but must be also subjected to a whole of rules, or parapet which one names the copy strategy. The copy strategy must render comprehensible with artists” the problem to be treated in their providing lines of work. [...]

[...] Conclusion: the problem of plagiat We saw different way advertising agencies can create advertising campaign. All those strategies are different; they all have different approach and should normally conduct to different creation. But sometimes, we can find that 2 or even 3 advertising are very close to each other. Sometimes, similarity is so high that we can strongly think that this not a coincidence. Having two same advertising means that your positioning is the same as your competitor, but there is a lot of values that companies can choose as positioning, that you have the same creative strategy or instinct, and there is also a part of luck! [...]

[...] The best way to determine an advertising axis is to count brakes and motivations. You have to choose some motivations (the more stimulating ones) that are not going to create some brakes. The final choice is determined by the research of originality and specificity. - The concept of evocation: it is a concrete situation that makes more credible the axis. It has to be attractive, easily understandable, be specific to the product, be credible and be accepted by all kind of publics. [...]

[...] Creativity in advertising agencies Content Introduction I. Relations between companies and agencies II. Examples of creative strategies The standard copy strategy The “creative copy strategy” The star strategy Disruption III. Conclusion: the problem of plagiarism Introduction Build an advertising campaign requires a real advisedly work. You are not going to venture to communicate for a company without having known perfectly its needs. It works on the same for products or services. This exploration work, which is realized upstream, has to be realized minutely. [...]