Everyone and their dog has an opinion on what constitutes good creative. Is it good if its memorable? Is it good if it tells a story? Is it good if its effective?
Sometimes, the answers come not from the industry, the peers and others inside the fishbowl, but from the clients and the results themselves.
Case in point: Last fall we featured work that was being done for the United Way of the Treasure Valley by a group of creatives in the Valley. Last month, the United Way announced that their community campaign had generated $5.9 million in donations from individuals and corporations. Today, the United Way announced 31 grant recipients of the funds.
Included in the article from the Idaho Statesman was a quote from Tod McKay, Vice President of Communications for United Way of Treasure Valley, recognizing the effort that went into the creative for the campaign:
The local United Way’s community campaign was hugely successful this year, despite hard economic times. The organization raised $5.9 million, a 9 percent increase over last year’s campaign and the most in the group’s 81-year history.
McKay said part of this year’s success can be attributed to a creative advertising campaign put together by some of the region’s lead advertising agencies free-of-charge.
“They helped us tell our story better than we’ve ever done before,” McKay said.
That’s when you know you’ve done a good job.
Congratulations, and well done, to everyone involved.