People’s behaviors change, but agencies often don’t. The proliferation of gadgets and social media have provided individuals with powerful tools to redefine themselves and this significant change is something that has caught many brands and agencies off guard. Many companies are having difficulties adjusting but it’s inevitable and crucial that they change to remain relevant. TBWA Malaysia’s VJ Anand spoke about how this is a necessity and what would be an effective way to do it.
This gap between the agency and the audience often costs the effectiveness of an advertising campaign. Anand suggested that perhaps agencies need to do it radically, “how do you imagine the success of this creative solution would be?”
Creative agencies need to break down the structures and involve everyone in the creative process. Everyone has their different perspectives, and it’s these perspectives that make for richer insights. From these richer insights, instead of building one big idea, it’s often more effective to develop a series of small ideas. The key point here is to start with the end in mind. Think of what kind of buzz you want to make, how is it interesting, and how to get people to talk about it.
Awards is one thing, but it’s more important to have people to talk about the creative products that an agency makes. This could be done through making creative solutions to a problem, a solution that not just engage people but also empower them and connect the brand to the people.
[header image by AdDiction]
Lurino Bertorani reports for AdDiction from Citra Pariwara 2014