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7 ways to get more out of your creative

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Quality versus quantity

What do you do if a campaign's creative budget gets cut by 20 percent? Do you say the creative will be 20 percent less impactful and call it a day?

Hardly.

Sadly, falling budgets, especially in the area of production, are a challenge a lot of companies in this business are facing.

Complicating that challenge is the push for more integrated campaigns. That means more assets spread across a broader range of media environments -- not exactly the route to lower creative costs.

But the best way to maintain quality with a smaller budget may not be by producing assets in less quantity, but rather by doing things differently. As campaign planning becomes more integrated, the increased awareness of how all media are interconnected can open up new opportunities for improved efficiencies.

Here are seven ways that an integrated approach to campaign development can help you accomplish better results with the creative assets you develop.

 

Comments

Doug Schumacher
Doug Schumacher May 11, 2009 at 12:30 AM

That's great, Langston. I don't think a lot of agencies are doing that at this point. And it also combines well with testing various directions.

Langston Richardson
Langston Richardson May 10, 2009 at 4:03 PM

Doug,

I like your article here. Especially the "Develop Banner Ads First" portion. This is something that we have both brand marketers and creative focus on first as it helps launch good idea thinking and helps narrow down the concept into a pitch bite consumption.

Langston Richardson
ECD, infuz
Twitter: @MATSNL65 @infuz

Doug Schumacher
Doug Schumacher April 29, 2009 at 6:38 PM

Muchas gracias on the comments, guys.

Russell, I try. ;) A lot of good writers out there (like you). Helps keep the blade sharp.

Russell Scott
Russell Scott April 29, 2009 at 6:10 PM

Excellent and insightful advice. ROI is often a difficult value to quantify...but in keeping it in the creative equation as you so eloquently recommend, it is stacking the odds that much more in your (and your client's) favor.

(You are one heck of a good writer, btw!)

Matt Wasserman
Matt Wasserman April 29, 2009 at 10:21 AM

Great, great article. A very practical, common sense approach. Thank you.