According to much other research, it is undeniable that creativity is a powerful driver of advertising effectiveness. According to Green, then, the easiest and quickest way to encourage creativity is to address and remove the obstacles that stand in its way.
"We have to start with the obstacles because there are many of them ... and because some of them can be removed, sometimes even just by becoming more aware of them. You can try going through most great campaigns with this checklist and you'll see that every point will be crossed off. Optimism, mission, teamwork and imagination run through them like a red thread."
said Laurence Green, who once co-founded agencies such as Fallon London and 101 and was recently appointed Director of Effectiveness at the IPA (Institute of Practitioners in Advertising).
Green identifies seven activities that he believes will definitely help creativity:
- Recognize what is possible, how transformative great advertising creative can be.
- Allocate resources based on outputs, not inputs.
- Spend time together. Discuss the work (not just your own). Is something holding you back?
- Strive for better briefs and better feedback.
- Go for the long haul, not just the wide. Don't just chase the new, repeat winning formulas and don't change them too soon.
- Talk to the CEO and CFO. Help them understand the business case for the brand.
- Learn from Christmas when the brand role and what the audience feels is most important.
Source: mam.cz
