#BigQ2018: Creative effectiveness is channel-agnostic

by MarkLives. What are the expectations for the marketing and advertising industry in 2018? Next up is Odette van der Haar of the Association for Communication and Advertising.

Effective creativity – mutually exclusive or myth?

Is creativity and effectiveness mutually exclusive, what is the relationship and can it be defined? This question was put to a number of captains of industry who served on the 2013 APEX awards jury and this is what they had to say…

Vice Chairperson of the APEX awards jury and Chief Executive Office of award-winning agency, TBWA – Ivan Moroke said that the relationship between creativity and effectiveness has been debated by marketing moguls and advertising gurus for decades and agrees that creativity and effectiveness are indeed linked. He added that the impression that creativity is only relevant if one talks about producing brilliant, ground-breaking adverts, is false. Applying creativity is intrinsic to delivering effective advertising – one needs merely to broaden how we define and apply creativity. And, likewise, effectiveness shouldn’t just be associated with the kind of advertising that delivers business results. Effectiveness should be measured alongside creativity. Moroke provided a good example – “Even if the central idea is not driven by explicit creativity – these days creativity is often applied somewhere else in the communication mix in order to deliver the message effectively to the audience. The Apple brand is a typical example of this.”

This comes as little surprise. With innovations in mobile devices, the fragmentation of media channels and tsunami of social media that has changed the way we interact – little wonder that advertising agencies have had to apply creativity in ways beyond a pretty picture.

Effective media planning in a recession

by Odette van der Haar (@odette_roper), CEO, Association for Communication and Advertising Media planning is an ever-shifting discipline. It is a continuous process of reviewing media data (ratings, demographics, rankings, clicks) combined with a great deal of research and, of course, negotiation to deliver the best media schedule for a campaign. In a recession, a good media planner becomes even more crucial.

This is because clients and agencies are held to deliver value, a return on investment and/or a return on objectives. It is also because different channels are clamouring for marketing spend, making it critical for the media planner strategically develop the communications campaign strategy.

In the run-up to the APEX awards which are all about on defining effectiveness in advertising and communications, I thought it appropriate to scrutinise what makes for effective media planning in a recession.

Building metrics to ensure effectiveness in ad campaigns

by Odette van der Haar (@odette_roper), CEO, Association for Communication and Advertising What does effective mean? In the business of advertising and communications, we define it as ‘delivering a measurable business result.’ With the squeeze on budgets and the general malaise in the economy, the ability to prove effectiveness of any communications campaign has become more critical than ever.

The APEX awards have long been established as the standard by which effectiveness can be judged. However, the principles that govern APEX are not applicable only to award entries – there is in fact a leading agency that runs a mini-APEX process for every single campaign that it executes because effectiveness is paramount and ingrained in the culture and business practise of the agency. This discipline intended to ensure that campaigns are not only creative and deliver brand resonance but that they also deliver business results in a tangible and measurable manner that is meaningful to the client. The success of the agency is a testament to exactly this.

It is important for marketers to understand the interplay between creativity and effectiveness, allowing the agency to deliver holistic creative solutions whilst also working with the agency to build-in the kind of metrics that will allow for the effectiveness of the campaign to be measured.

The rise of “independent pitch consultants” and how to deal with them

by Odette van der Haar. A lack of knowledge, experience and understanding of the business of advertising and communications, as well as how agency partners function complicates tender and pitch processes and has created the need for assistance from “independent consultants”.

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