We Don’t Need Better Creative

Yes, you read that right.  We don’t need better creative.  We’ve got enough good creative.

What we need is better work…

Let’s face it — in varying degrees (and the peanut gallery can argue about this all day long), everyone does good creative.  And yes, some even do great creative.  But the fact remains that good creative alone will not solve a client’s problems or meet their needs.

When was the last time a client came to you and said “I want an ad, a website, a brochure, a [fill in the blank]” without an accompanying “because…”?  Client’s don’t want or need marketing and advertising just to have — just to sit back and admire.  They want and need it to meet specific needs, address business challenges or solve problems.  Creative alone (usually) does not solve those problems.

Creative, combined with a smart strategy?  Now we’re getting somewhere.

A solid understanding of your customer? Your target audience?  Well defined goals and objectives?  These things are not optional.  They’re the roadmap that guides everything.  They’re what allows good creative (and yes, even great creative) to become effective creative.  The work that moves the needle.  The right combination of message and medium.  Copy that’s written for a specific purpose to a specific audience, not simply because it might be witty or clever.

Good creative doesn’t make up for bad placement.  A killer creative idea is only that if there’s a purpose to it — something that generates that spark in the client’s mind, and more importantly — in their customer’s mind.  That’s when the real magic happens.

Yes, this could go on and on and on.  But the fact remains — we don’t need better creative.  We shouldn’t try to force an idea or a concept.  We need better planning and strategy.  That’s what gives guidance.  It gives the creative a purpose.  That’s what creates action beyond an ad, a website, a concept or idea.

That’s what makes for better work.  That’s what moves the needle.

And that’s my challenge to you.  What can you do to move the needle?

MVAF Event: Local Success Story

The Magic Valley Advertising Federation’s monthly luncheon is coming up on Thursday, April 8th.  This month’s luncheon is Local Success Story: Window Welder presented by owner Lynn Schneidermann.  Lynn will will discuss branding his company and the lessons he learned in marketing.

This event will be held at the Shilo Inn in Twin Falls, at 1586 Blue Lakes Blvd.

Check-in for the event begins at 11:30, and the presentation starts at noon.  Lunch is provided by Outback Steakhouse.

Cost for the event is $10 for members, $25 for non-members.  RSVPs are requested on or before April 7. Call Debbie Currier at 208-404-3528 to make reservations or for more information, or e-mail mvadfed@gmail.com.

New Hires and Promotion at Red Sky PR

Red Sky Public Relations is growing again.

Most recently they’ve added to their staff with these new Account Executives:

Chad Biggs — Chad has been on both the client- and agency-side, as an Internal Communications Manager, and as a Public Relations Consultant for a variety of public and private companies.  He was involved in internal communications at Albertsons during their acquisition by SUPERVALU, and has also worked with clients in travel and tourism, healthcare, education and other industries.

Samantha O’Lea — Samantha recently relocated to Boise from the Los Angeles area, where she worked at the Los Angelese office of HL Group.  There, she was responsible for beverage, fashion, luxury lifestyle and design account management and strategic consultation.  She has also worked with other boutique PR agencies, and was a regular speaker at the University of California, Los Angeles.

In addition to the new hires, Alena Shea has been promoted to Account Executive.  Alena has been with the agency since January of 2009, and focuses on the agency’s national health, nutrition, and wellness clients.

Congratulations to all.

AIGA Event – Drink for Design

AIGA Idaho is once again holding a Drink for Design event.  This one is scheduled for Tuesday, March 23rd (sorry for the short notice).

From the AIGA folks:

Please come and enjoy our next Drink for Design event at the Modern Hotel & Bar, Tuesday, March 23rd at 6:00 pm.

All designers need to be hydrated to keep up with all that creative genius out there, whatever your choice of liquid may be, i.e, vitamin induced pump you up water, cola, beer, mixed drinks…Come and enjoy liquid refreshment together and refuel your creative juices*

*please no spewing

The event is scheduled to start at 6:00 p.m. and will likely go until everyone leaves or they close the bar, whichever comes first.