It’s Not Creative Unless

Posted: November 10, 2014 in ad agency creative department, canadian advertising agencies, Uncategorized

I can’t tell you the number of times I’ve heard the expression: “It’s not creative unless it sells”. Sure, advertising is a competitive sales derby. If the ads you create don’t drive your client’s business your client will soon be out of business. But with the amount of advertising created every day there are sure to be winners and losers. For anyone to assume that the best ad from a creative perspective always wins is not just folly, it’s unfair.

As a creative director it is my job to decide which campaign we will push forward and which ideas end up in the teeth of the paper shredder. Sometimes I choose a winner and unfortunately, sometimes I am coerced by the pure genius of an idea. That’s just part of the gig. In an ideal world people would find the most creative approaches the most appealing but in reality many times a simple strategy that points out the product or services inherent best qualities is the way to go.

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