Creative Conundrum

As clients increasingly begin to narrow down their vision of the final creative – a process facilitated by the shift of servicing people to the client side – what is becoming a rarity these days is the ‘creative leap’. The days when a simple one-liner from the client would be inspiration enough for creative to come up with mind-blowing communication seem to be history now. While much of the blame for this goes to the client, whose lack of vision – worsened by the perilous timelines he works in – causes him to take what he feels is a foolproof ‘A for Apple’ route, some of it also needs to be attributed to the inability of creative teams to grasp the business-driven nuances of the communication.

How does one find a middle path between the two extremes – doing justice to the information that needs to be a part of the message while putting in place a message that people are inclined to read?

38 comments:

blogworks said...

While it's very nice, helpful and ego-boosting too, to have an agency reckoner, this process, I believe, is restricted largely to the 'big brothers' in advertising. Where does the small agency get to make its presence felt in the midst of these high profile big-wigs?

DJ Ashish said...
This comment has been removed by the author.
DJ Ashish said...

Big brothers were one time considered as small brothers but they actually came up with some out of the box ideas and left a strong impression on consumer's mind.and for that reason only trophy is mainly grabbed by 2-3 renowned biggies.Thats a great way to appreciate the work of Ad Gurus who changed the face of Indian advertising Industry.Small agencies have to perform some outstanding work to be in the midst of big-wigs ..

arkana said...

Adrenaline rushed as i glimpsed through the circus act on Brand Equity. Tch Tch, does the circus theme have anything to do with Britney's new album? Jokes apart, it does surprise me that Piyush Pandey and O&M still reign supreme for the 6th time over. It seems O&M has comfortably marked its territory at Numero uno as other agencies fight for the second spot.
I could see a direct connect between agency ranks and the ranks of the 20 most influential people in advertising, however; Prasoon Joshi's aura seems bigger than his agency.
It is also great that the list of the top 20 Creative directors includes more people than the 'Big Shots' that one could think of.

Kudos to B.E for putting an act together that is holistic and extremely useful. Can we have a reckoner for the smaller agencies too, who are brave enough to throw their hats in the ring among the lions and the ringmaster?

Ravi Kiran said...

I love the idea of a separate reckoner for small agencies. However, my guess is that's where editorial research and judgment will play a larger role than third party research, since small agencies, by definition are not known to large masses yet.

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