Insight

Creativity in advertising has taken a back seat as most marketers/brands today are more focused on data and media targeting.

However, it’s important to keep in mind that creativity is still the ultimate benchmark for successful advertising as it is quality creatives that attract the average consumers’ eye.

A recent study by Nielsen even revealed that creatives were responsible for 47% of a campaign’s sales – ahead of other key metrics: reach, targeting, recency, and context.1

We caught up with our creative team to get their insights on what creativity means to them and how their creative process generally occurs.

Creativity is the key to strong branding

Our creative team unanimously agreed that creativity is the bridge between consumers and the brand. Although the speed of media consumption in this digital era is increasing rapidly, the attention span of users is decreasing.

By applying creativity well in your ad creatives, you will be able to produce engaging and thumb-stopping content which can entice consumers to know more about your brand. A good, creative ad can help nurture strong brand awareness and encourage virality, which can improve sales.

But, what makes an ad creative?

Being creative in the ad world isn’t simply about being visually appealing. A creative ad should give users a fresh take on the brand and sell its unique proposition.

Think of ads as your introduction to your consumers – how do you want someone to remember you and how do you intend to maintain a good relationship with them? An ad that successfully attracts your audience, conveys your message well, and remains memorable is the definition of a truly creative ad.

Creative strategy must be supported with research

The key step to any creative ideation strategy is to fully understand the client’s brief by identifying the objective and the challenge. Following that, research is the next essential element. Look into the brand’s background and target audiences’ behaviour to develop an effective creative strategy.

From this, the process of looking for inspiration and idea generation begins. As creative ideas can spark in any second during a brainstorming session, all ideas should be welcomed – no matter how bold or wild. These ideas can then be refined and transformed into a strong creative strategy.

Get inspired by great creatives

If you’re ever in a creative rut, here are some examples of great campaigns supported by compelling creatives:

The iGery – Gery Malaysia

When the iPhone 11 was released, its unique camera design was trending. We jumped on the trend by creatively adapting one of Gery’s best-selling biscuits into the iPhone 11’s design which made it viral.

Lovin’ It – McDonald’s Thailand

This creatively suggestive ad concept prompted people to take a second look. At first glance, it may look like a pair of lovers leaning in for a kiss. But, look closer and you’ll realise that it’s actually a McDonald’s burger.

Game of Straws – Pepsi Belgium

Pepsi joined the ‘Game of Thrones’ hype to celebrate the release of the new season with its own creative take on the popular series – successfully capturing the attention of GOT fans everywhere.

Tech may help give campaigns an edge, but creativity is still imperative. Brands must remember that the priority of advertising has never really changed – it has always been about ideas and the human element. The goal here is to maximise your creatives to be impactful in the eyes of consumers. It’s for this reason that we encourage brands to break the mould when it comes to creativity in advertising.

If you’re looking to improve your creative strategy, we’re here to help. Get in touch with us.

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