Is the day of the be-all-end-all advertising campaign gone? The pithy headline, the show-stopping image, the clever analogy\u2014the holy grail that every creative dreams of capturing?<\/p>\n
It was a simpler time when the campaign slogan on the tip of every tongue was the pinnacle of advertising success. Jumping right in\u2014concepting for days and weeks, testing against a myriad of criteria\u2014stopping power, uniqueness, on strategy, single-minded, and a variety of other factors almost as creative as the work it\u2019s meant to produce. Refine, test some more, add legal and regulatory rigor. Rinse and repeat. Resulting in the heavenly glow and high-pitched \u201cahhhhhh\u201d you see and hear in your head when you\u2019ve nailed\u2026THE CREATIVE CONCEPT.<\/p>\n
How excited is the creative team, then, to see this concept plastered everywhere? On billboards, in journals, on sell sheets, as website headers, banner ads, detail aids, on buses, convention displays\u2014the bigger the spend, the bigger the reward, the bigger the creative success. The bigger the glow and exaltation.<\/p>\n
Today\u2019s marketers want agency partners who can build business value, not just creative campaigns. The current environment is in flux with new complexities for brands to navigate\u2014unique and multiple touch points, more channels than ever, and increasing technologies to address. Agility, integration, and consistent narratives deliver the new holy grail: the seamless brand experience. No longer is it enough to surround consumers with our messages\u2014they must feel it, experience it, believe in it, be touched by it, influenced by it. Think\u2026replace surround sound with customer relationship management (CRM). Today\u2019s creative value lies in relationship building.<\/p>\n
What used to be the measure of a great agency is now but one component of a larger marketing ecosystem. Dare I say, the almighty concept is but a facet of a greater experiential program. Storytelling, video, influencers, meaningful content, and<\/em> advertising delivered where and when it matters most\u2014this is the new criteria of creative success. Creative teams must embrace this new criterion by starting bigger, building the experience, following the data, exploring all local and global nuances, and welcoming change all along the way to continue to resonate and engage consumers.<\/p>\n It still provides the visual, verbal, intellectual, and emotional fuel that powers everything else. Without impactful creative, even the most sophisticated marketing programs can ring hollow.<\/p>\n Concepts still matter. But not as an end in themselves. As a beginning to something larger.<\/p>\n","protected":false},"excerpt":{"rendered":" Is the day of the be-all-end-all advertising campaign gone? The pithy headline, the show-stopping image, the clever analogy\u2014the holy grail …<\/p>\n","protected":false},"author":87778,"featured_media":755624,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[86469,78081,61,78077,87317],"tags":[36913,80304,53],"_links":{"self":[{"href":"https:\/\/www.pm360online.com\/wp-json\/wp\/v2\/posts\/755622"}],"collection":[{"href":"https:\/\/www.pm360online.com\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.pm360online.com\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.pm360online.com\/wp-json\/wp\/v2\/users\/87778"}],"replies":[{"embeddable":true,"href":"https:\/\/www.pm360online.com\/wp-json\/wp\/v2\/comments?post=755622"}],"version-history":[{"count":0,"href":"https:\/\/www.pm360online.com\/wp-json\/wp\/v2\/posts\/755622\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.pm360online.com\/wp-json\/wp\/v2\/media\/755624"}],"wp:attachment":[{"href":"https:\/\/www.pm360online.com\/wp-json\/wp\/v2\/media?parent=755622"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.pm360online.com\/wp-json\/wp\/v2\/categories?post=755622"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.pm360online.com\/wp-json\/wp\/v2\/tags?post=755622"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}So, is the concept dead? No.<\/h4>\n