By Mark Paterson, Managing Director, Currie Communications
Where have the big, brave marketing ideas gone?
You know, those sparks of creativity which capture the imagination of everyone who comes in contact with them. Communications people don’t talk about (or value, for that matter) the power of creative as much as they did in the past.
Remember, Mazda’s audio signature, Zoom Zoom, which became a mantra for the brand, its soul or essence. What a big, simple idea. Toyota’s Oh, what a feeling! and Hungry Jacks iconic two hands (to handle their “better” burgers) are further examples of powerful brand create.which became a mantra for the brand, its soul or essence. What a big, simple idea. Toyota’s and Hungry Jacks iconic two hands (to handle their “better” burgers) are further examples of powerful brand create.
Recent talk in marketing communications is about digital technology, Web2.0, channel selection, media strategy etc. I wonder if it’s designed to show clients how clever we think we are. For me, such talk involves planning and process; necessary but boring.
Real people connect with ideas and emotions, and more often, simple ones.
In the past, creative directors at advertising agencies hung their hat on a claim that they were the only source of ideas. That’s what you bought, their genius (and ego). Yet, there is merit in the argument that without a great idea your campaign is doomed before it begins.
It’s my view that a creative, engaging execution can make a message work in any environment. It will make the so-called digital generation of young people watch TV, including the advertisements, at a time when we’re only supposed to be able to connect with them via social media.
Do you want proof?
Look no further than the latest evidence from Luma Research (yes, they are a client!)that reveals that the excitement of the digital revolution has not dampened the enthusiasm from Generation Y or Z for traditional advertising on TV (see http://bit.ly/3QAzHH).
This research into advertising effectiveness shows that it’s the ads themselves, not the medium, that’s the defining difference between ads that work and those than don’t. So, traditional advertising (and PR for that matter), if it’s imaginative, is still in the hearts and minds of audiences today.
Behind every campaign of marketing and PR that creates positive response in the target audience, you find a big, simple idea. These big, simple, yet memorable ideas, involve taking a risk, yet it’s worth taking. So, the next time you want someone to listen, be brave and dare to be different.
