The Art

The first introduction to a brand is often done via creative. Design, video, and writing play key roles in any campaign. What sets apart good creative from bad? Many times, it boils down to a stronger understanding the overall scope of the campaign before setting pen to paper (or hand to mouse). What goes through the mind of a creative when thinking about how to support a business’s goals? In a recent podcast, we sat down with two Creative Strategists to discuss that question. We came away with a few key points to consider when building out your next ad campaign.

Creatives are usually nothing more than a messenger. They are verbal and visual storytellers. While they may not personally hold the same values as their clients, they constantly learn about their clients and put themselves in their shoes. This helps to develop a position of authority when telling their story. Asking questions like “How is my client different than their competitors?” or “What personality does this business have?” will have an effect on the creative outcome.

An ad campaign should be greater than the sum of its parts. Think about it as a journey and where your audiences should begin and end on that journey. A Facebook ad might lead a viewer to your website, which in turn might lead them to make a purchase.

If a designer is cloning the same ads over and over, they won’t stay engaged in the creative process. Think about how your audience might feel to seeing those same ads too. While you want to keep true to a brands style and voice, keep improving or tweaking the creative. The journey won’t progress if the ads stay the same.