‘‘ Great ideas are also
often inexpensive
and this is because
most great ideas are
simple. Thus clients
who encourage
creative risk taking
are often rewarded
with more other
things including
media savings.
through creativity.’’
Great ideas are also often
inexpensive and this is because most
great ideas are simple. Thus clients
who encourage creative risk taking
are often rewarded with more other
things including media savings.
Clients must however be careful not
to let the agency creative process
become award driven as they and
their brands have business to do.
As explained the rules of judging
great creative work can differ
greatly from the rules of everyday
consumer engagement. The
most awarded ad can easily be a
marketing message flop from a
consumer perspective.
Numerous campaigns have received
creative awards only to be pulled
from TV and replaced with mediocre
looking but more effective work.
It is therefore about striking the
balance between the arcane and what
moves stuff from the shelves and
sometimes it may not be the same ads.
Frank Maina, a former editor of
Marketing Africa Magazine, is a
marketing expert with many years
of experience in the advertising
world. Currently the Chief Executive
Officer of Sponge East Africa, you
can commune with him on this or
related matters via mail at: Frank@
frankmaina.com.