The Ad Age Small Agency Conference, now going into its 10th year, offers this all-too-often underserved community a place to share the ideas and strategies, pain points and joys that are unique to small agencies of all kinds — those that specialize in creative, media, events, PR, digital, data and more — within the U.S. and around the world.
If you haven’t seen it by now, you owe it to yourself to take a few minutes and watch Close to Home, the latest in the It Can Wait campaign from AT&T.
Go ahead, we’ll wait.
As good as this piece is, for those of us in the ad world, the story behind it is even better.
Recently, Ad Age published The Story Behind AT&T’s Disturbing Phone-Safety Ad, Ann-Christine Diaz goes inside baseball on the film, how it was made, and the thinking behind it.
A few notable nuggets from the article:
AT&T research found that while the general audience, namely, consumers in their 30s, had agreed with messages from the previous ads, they were “rationalizing, giving reasons why they could [use their phones and drive] safely, whether it’s because they’re an experienced driver, or doing it at a stop sign,” among other things, said Ms. Kuckelman. Moreover, it showed that not just texting or email, but social media and other phone activities were contributing to accidents.
“The agency brief started with, ‘think of this not as an advertising campaign but an opportunity to save lives,'” Mr. Planchon said. “They wanted the tone to be raw and emotional.”
Take a few minutes and read the entire article. It’s worth it.
In the end, however, this a fact that we’ve seen over and over — in the right hands, a well-crafted creative brief provides the framework, and the opportunity, to do some amazing work.
If you’re on the creative side, insist on them. If you’re on the account side, write them. Then rewrite them. Make them better. Your client — and your agency — with thank you for it.
Our Measurement Problem Begins With Definitions – via Ad Age
Traditional Ads Yield Social Traction– via Adweek
Just because we haven’t done one of these in a while… A few headlines from around the industry:
Phil Johnson, of PJA Advertising and Marketing, recently published a good piece on the Ad Age Small Agency Diary: What the Hell Is a Creative Director Supposed to Be?
An excerpt from Phil’s piece:
I’ve come to the conclusion that the job of creative director is bigger and more important than any one task. Rather than the person with the best ideas, or the person who is the best judge of good work, or the person who can best manage the creative process, a creative director needs to shape the creative brain of the entire agency and build a creative conscience. His influence extends well beyond the creative department. This conviction has made me question many of the traditional expectations for a creative leader.
Take the time to read the entire post on the Small Agency Diary. It’s a good read for anyone involved in this business. And, if you feel so inclined, leave him a comment over there as well.