Keeping the focus on the origins and motivations of a business and addressing the current necessities, together, allows any agency to approach the campaign with the product; rather than a standard industry check list of inventory, at the centre of the planning and buying process.
Solutions based approach has been the buzzword of advertising agencies, both at the creatives as well as media buying and planning end. Many agencies were almost pushed into adopting this position due to the digital advent that changed the game. Suddenly size and money meant only so much without ideas and information. These are old tales now.
The rush now is to ‘sort’ all the data available into ‘meaningful’ forms (read, infographics )and see what type, and tone of ideas have the most resonance. The biggest mistake an ad agency or a company can make is to only look outward. A solutions approach must not centre around what is expected. Campaigns must serve specific goals but must also account for the long-term, enduring factor – values of the company and how it is positioned vis-a-vis the emotional quotient.
Don’t get me wrong, this is not say we must fold and tuck the origin story and motivations into every campaign; but losing that perspective of either the larger narrative or the smaller story, could mean losing out on part of the guiding factor to design effective campaigns.
Why is this so? Keeping the focus on the origins and motivations of a business and addressing the current necessities, together, allows any agency to approach the campaign keeping the product; rather than a standard industry check list of inventory, at the centre of the planning and buying process. This is at the heart of the change in the ad industry. So, a twenty-first century media agency must be able to understand the art, tools, and platforms of story-telling to make an effective contribution in terms of KPIs.
We at BrewingBeans begin our work at the crossroad; without the baggage that older agencies carry. To know more about our #ApproachRight perspective take a look at the rest of our site and get in touch with us.