15 Tips For A Great Ad – Hang In There

This series is all about helping to bridge the gap between creative and sales people. Hopefully making the job easier for both of you- or at the very least giving you some tiny understanding of that wild wacky bloke in the creative area.

Hang in there

Creative can so often be seen as the easiest thing to change and so often used as the excuse for a campaign that’s not working. Don’t get me wrong- creative wont always get it right but often we do and for many and various reasons it’s the first thing sales want to change when the client starts complaining.

Don’t get me wrong, I understand the sales process, it’s about keeping the client spending and if that suggestion works of course you’ll use it.

But if in your heart of hearts you think the creative is right – try something else like added value, better placement, and more frequency.

I can’t believe how many times clients have changed creative almost on the very verge of that creative just starting to kick in. Why just last week I was working for a client who had been complaining to me previously about the year long campaign not getting enough response for his spend. Then almost on the day I finished his new campaign he said “You know those ads are finally starting to work”

“Well they won’t work as well as these” I quickly replied.

Remember if you think the ad is right – hang in there. I have a radio client here in Sydney who literally ran a campaign I did for him into the ground. This ad was on air for 4 years- attached is the 60” version and we had 30” cut downs of it. The audience knew the ad backwards and loved it according to store feedback, perhaps that’s why it continued to work. The ad was entertaining yet still delivered a message and I’ll tell you the full story of how we made it another time.

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Remember creative is on your side.

PHOTO CREDIT – assbach

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