Creative strategy is a key element in the mechanism behind clever advertising. It is a copywriter’s most important strategic tool when you are creating a new ad or a campaign. Without a clever creative strategy behind each word in the ad, you are not a strategist at all, you are just another copywriter trying to make a living out of your clients need to sell more goods and services. Without it, you won’t prosper and your client will not succeed in their desired marketplace, their target group of buyers will ignore your communication with failure and money mis-spent on your effort as a fatal, devastating result.
And while a good creative strategy marks the outside boundries your fine creativity should flow within, the communication or market strategy is behind the creative strategy, equally important and in most cases developed by the marketing directors and sales managers working for your advertising clients. In most cases, the marketing strategy is untouchable for a team of creatives in an advertising agency, but sometimes you are given the oportunity to influence it in the making. If you are assigned a creative mission of making an ad or an ad campaign work – and you find that it is impossible to get it done right, according to your point of view, because of a poor, misleading market strategy behind it all, then you might want to say no to further work for this client. That is, if you are bold enough to let your integrity as an ad-maker come first, and your clients advertising budget come second. If you dare to lose, say no to all that money, instead of doing what you know will be a “left hand job”, then you might earn a lot more in the long run, because you will end up having proper clients in your portfolio, clients that work with market strategies that you agree upon, making boundries for your creative strategies that you can actually live with.
If you want to use a creative strategy to your company’s advantage, the strategy has to be clever. In which way it should be so, I can tell you if we have a meeting and you give me some time to think about it. I would need a week or two to develop the perfect creative strategy for your company’s future advertisements and campain. That will be money well spent. Avoid doing all those mistakes that the other advertising agencies continue to do in the market, year out and year in – blinded by the misperceptions and misguidings of their terrible advertising strategists, and led to pay huge amounts of money, throughout the years, on building an image and core-values in the market for a brand that are, in the end, a load of bullocks. Companies building their image with core values that are tactically wrong are losing market shares, year by year, to better and smarter opponents, losing a great deal of money along the way. They are losing the battle of the brands – without understanding why. The managing directors and marketing managers of these firms, rocketing more and more downhill for each quarterly report, might even like their advertising agency on a personal level, throwing great parties with their executives and having fun with their creative team along the way. They honestly believe that the fact that they are drastically losing market shares don’t have anything to do with their marketing strategy, their creative strategy or the creative team in the advertising agency they are connected to. And while they blame their trouble on various, outside factors, they are digging their own grave, at the same time; making shure they will be fired from their job when the company’s shareholders or managing director finally realize that this is it, enough is enough… And a major change has to be made. All this could have been avoided if your company had consulted me in the first place.
Andreas N. Rønbeck
Copywriter & Strategist
+47 45 22 19 99