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Relative inflexibility of traditional communications
When thinking about creative planning, you need to bear in mind how inflexible they can be:
So your schedule may revolve around other elements. For example, if you want to book an advert during a slot of a popular television show, you’re tied to when that show runs.
In creative planning, you have to consider the influence of the media owner. They’re the ones who can dictate a number of things.
They can dictate:
Unfortunately, there’s not much you can do about that as brands. A lot of the time, with traditional communications, the publisher dictates what happens.
Within creative planning, you need to consider message design because this can dictate the quality of the results. You may be able to recall some really bad campaigns. Although it's interesting that you can recall those campaigns, you're unlikely to buy those products. The worst thing is to have a mediocre campaign, because unlike a bad campaign where people can recall the brands, mediocre ones just disappear into the background.
A marketer has delivered a really strong brief that allows a creative agency or another internal department to get to grips with the message with the brand. They then deliver a thing of beauty that will lead people to purchasing that product, or lead them to reconsidering that brand in a whole new light.
And there are key elements of a creative strategy:
The best creative really pops and is eye-catching and is memorable.Back to Top
John Makin-Shaw is the Head of Marketing at Aioi Nissay Dowa Insurance. For over 15 years he has been designing, launching, and managing customer propositions for some of the UK’s biggest brands.
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ABOUT THIS DIGITAL MARKETING MODULE
This module introduces fundamental marketing principles and tools including the value proposition, the classic marketing mix, market research, the customer journey, communications planning, creative planning, media strategy, and amplifying brand performance. By referring to current and recent examples, it illustrates how digital technology and changing consumer behavior and lifestyles are altering the consumer decision-making process and disrupting traditional marketing models and strategies.