What is Creative Strategy and how do you use it to your company’s advantage?

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

andreas.ronbeck@yahoo.com

What is advertising?

You see it everywhere… Advertising is hanging from behind an aeroplane on the sky – at times. It’s in the movies as product placements and at the movie theatre before the film begins. It’s on the massive superboards in the global city centres. It’s on gigantic or normal TV-screens in your home or outdoor, when you’re on the move – telling people what to buy, how to buy and where to buy it. Advertising is smart businesspeople giving people reasons to buy their various products – with use of the clever advertising man or woman’s trained perspective. People who claim to contribute with brand new angles on ways to advertise a certain product are giving money and budgets to get this new perspective on YOUR products out to all them folks in – hopefully – a cool, new way. Advertising can mean something, done the right way, it CAN give new perspectives on old, kind of boring products which we’ve seen advertised so many times before – often using the exact same methods and boring pay-off lines. Good advertising can be like a breath of fresh air through your lungs on a boring day. It can get you up when you’re feeling down. Advertising can work, it can sell all your products in stock, and then sell out your new stock of products until you have problems making enough products to meet the new, advertisement created demands for them. Advertising costs a lot of money because it’s important for business people. It gives people reasons to buy their products. It tell them what to buy and how to get it – A.S.A.P. Now! Before it’s sold out! Advertising is big business, and in this world of bright lights and big cities – where everyone tries to outshine one another, you need a clever strategist and copywriter like me, perhaps, to help you on the way to success for your products and brands in your markets and in the countries you want and need to be successful in. Let’s get together in a meeting and see if we can discover ways, together, to make your product look brand new and exciting – outshine the others. You want even bigger business, don’t you? I can give it to you, given the chance. RONBECK INT. ADVERTISING STRATEGY LTD is a company to count on when the going gets tough and the competition in your markets tighten up, making it harder then ever to reach through with your advertised message.

 

Talk to me, give me a call and we’ll see what your company is made of – and find out, together, how we should approach your future challenges and create strong brands and cost-efficient communication through powerful adverts with an excellent ad strategy behind it all.

Andreas N. Rønbeck

Copywriter & Strategist

+47 45 22 19 99

andreas.ronbeck@yahoo.com

My take on advertising strategy

Far too often, advertising campaigns on your TV screens, in printed media and on the Internet are terrible because it lacks a good advertising strategy behind it. It is smart use of your company’s money to spend more time in the strategic department before each campaign. It is more cost-efficient than you might think to go those extra rounds with the creative and communicative strategy behind it all. When you are deliberately limiting the creative bubble that the advertising agency creatives are moving within, you are making sure that their creative work is on track with your company’s brand essence and wanted impression after exposure of the final advertisements in the campaign to your target buyers.

If you choose not to spend that extra time in the planning process for the creative work, you may end up with a creative product that lacks the strategic cleverness that would really push your product/services and brand(s) forward in the market, leaving your target buyers indifferent to your expensive adverts. The whole of the advertising budget could be a waste, ending up with a completely new strategy in the years to come because of poor results from the present campaign.

My company can help you avoid being caught in those traps, moving freely towards better results in general, higher income and a more popular, steady-fast brand, gaining valuable percentages in the global or national markets you are working in. Rather than spending a lot of money on an advertising agency that might be great at the creative work – with efficient production lines, great photographers and art directors, but poor when it comes to the creative-strategic judgement behind the creative body of work, you should do the work needed to prepare for a truly great campaign.

When you get your money’s worth from the advertising products, you’ve started building a really strong brand that will win recognition, new customers and increased market shares in general, and that’s what you are going for, isn’t it?

Let us take a closer look at where your company profile and brand essence is heading…

  • Have you communicated the strategically most important things to the market, and if so – in what way?
  • Have you done the right moves so far – or is your company’s potential yet to be released?
  • If the right aspects of your business was brought to the potential customer’s attention, was the communication good enough to make a difference?
  • Did you make sure that the target audience, your potential key buyers, are actually remembering your brand and doing what they should – in order to make your business prosper – are they buying your products? And if so, to a satisfying extent; is the right people buying it, the kind of people your brand wants and needs to be associated with – for further growth?
  • Is there a good way for your plans to come through while your company’s potential is realised to a high extent?

I could supply you with those answers, if we start out with a meeting about this. Why don’t we give these aspects some serious thought? In most cases, there are always ways to improve the way we do things, even though we believe we have done the right moves in the past – satisfied with a status quo. Together, we can make sure that your brands and products don’t fall asleep – (overlooked and ignored) in the market place. The world of technology and new, flourishing businesses is moving faster forward than ever. Is it satisfying enough just to keep up with the others? Don’t you want more? It is so much more to gain to be one big step ahead of things – as the true, genuine leader of the pack.

                                                                              

Andreas N. Rønbeck

Copywriter & Strategist

+47 45 22 19 99

andreas.ronbeck@yahoo.com