How to handle yourself at the creative advertising meeting

creative advertising meetingWhen you are in your next creative advertising meeting, you should think fast with your instincts, while trying to represent your consumer. The best brand leader plays a most crucial role in the creative advertising process. While they are not designed to be experts, they need to know enough to make advertising decisions, but never enough to do the work.

View the advertising through the eyes of your consumer. Try to see the work how they would see it. I would not even let my agency do a set-up to the ads. I said, “Just show me the work as though I see it on TV.” I felt any setup or explanation clouded my judgment and impacted my ability to use my instincts.

As you are sitting in that decision-making hot seat at a creative meeting, here are some challenging questions to ask yourself:

1. What does your gut instinct say?

The reality of a marketing job is you might be coming into the creative meeting from a 3-hour forecasting meeting or deep-dive financial review, or you just got back from working in the lab with scientists on a new ingredient. It is not easy to change speeds as you head into a creative meeting.

Relax, find your creative energy, let it soak in and find those instincts. I created a “gut instincts checklist” to help prompt you for when you need your instincts.

Creative Advertising Execution

2. Do you love it?

If you don’t love it, how do you expect your consumer to love it? If you “sorta like” it, then it will be “sorta okay” in the end. But if you love it, you’ll go the extra mile and make it amazing. Ask if you would you be proud of this as your legacy.

3. Is the advertising on strategy?

Slow down, and find some thinking time after the meeting. In a quiet place alone, make sure it delivers on what you wrote in your strategy documents. Go back through the brief to make sure the advertising will deliver the desired response, and the strategic objective statement you wrote in the brand communications plan. One caution is not to use the extra time to over-think the advertising and talk yourself out of a good ad that works.

4. How big is the creative idea?

Is the creative idea big enough to last 5-10 years? Will the idea work across various mediums (paid, earned, social) across all distribution and the entire product line? Think of being so proud of leaving a legacy for your successor to help think about the longer term.

Making advertising decisions

At the decision point, you have three choices:

        • Approve
        • Reject
        • Change

From my experience, brand leaders rarely approve creative ideas outright. There also seems a reluctant or fear to reject outright. So marketers mistakenly assume their role is to change the ads. I see too many come to the creative meeting with a pen and paper and start to write feverishly all the recommended changes they have for each ad. The problem is if we marketers are not talented enough to come up with the ad in the first place, why do we think we are talented enough to change the ad? You are a generalist, surrounded by experts. Use your experts.

Creative Advertising Execution

Next time you go into a creative meeting, stop giving the creative team your solutions, and give them a new problem you are seeing and then let the creative team figure out the solutions. If the creative brief is the original “box” for the creative team to figure out the ideal solution, then use your feedback at the creative meeting to create a “new box” for the creative team figure out a new solution.

Use your feedback to challenge and create a new problem for your agency to figure out the solution.

Challenge yourself to get better at advertising 

  1. If you realized that how you show up as a client was the most significant factor in getting better advertising, do you think you would show up differently? If so, then show up right. 
  2. Are you one of your agency’s favorite clients? Bring a positive spirit that inspires everyone to want to work on your brand and never treat them like they have to work on your business.
  3. Do you stay focused on one target, one strategy, one benefit behind one brand idea? Avoid the “just in case list” where you add “one more thing.” The best advertising is like a bullhorn in a crowd. The worst advertising is like a cluttered bulletin board where you can’t read anything.
  4. When building a creative brief or providing feedback, do you resist the temptation to provide your own creative ideas or recommend changes? When you are dealing with an expert, give them your problems, not your solutions.
  5. Are you the type of brand leader who is willing to fight anyone in the way of great work? Even your boss? When you do, you will start to see everyone on the team fight for you. 
  6. Do you resist temptation in approving advertising that is “just OK” and “feels safe”? What signal do you think it sends everyone involved? You have to LOVE your advertising, and you should never settle for OK. 

To read our story “The 10 steps of the creative advertising process” click on this link below:

The 10 steps of the creative advertising process

At Beloved Brands, we run workshops to train marketers in all aspects of marketing from strategic thinking, analysis, writing brand plans, creative briefs and reports, judging advertising and media. To see a WORKSHOP ON MARKETING EXECUTION, click on the Powerpoint presentation below:

 

To learn more about this type of thinking, you should explore my new book, Beloved Brands.

With Beloved Brands, you will learn everything you need to know so you can build a brand that your consumers will love.

You will learn how to think strategically, define your brand with a positioning statement and a brand idea, write a brand plan everyone can follow, inspire smart and creative marketing execution and analyze the performance of your brand through a deep-dive business review.

Beloved Brands book

To order the e-book version or the paperback version from Amazon, click on this link: https://lnkd.in/eF-mYPe

If you use Kobo, you can find Beloved Brands in over 30 markets using this link: https://lnkd.in/g7SzEh4

And if you are in India, you can use this link to order: https://lnkd.in/gDA5Aiw

Beloved Brands: Who are we?

At Beloved Brands, our purpose is to help brands find a new pathway to growth. We believe that the more love your brand can generate with your most cherished consumers, the more power, growth, and profitability you will realize in the future.

We think the best solutions are likely inside you already, but struggle to come out. Our unique playbook tools are the backbone of our workshops. We bring our challenging voice to help you make decisions and refine every potential idea.

We start by defining a brand positioning statement, outlining the desired target, consumer benefits and support points the brand will stand behind. And then, we build a brand idea that is simple and unique enough to stand out in the clutter of the market, motivating enough to get consumers to engage, buy and build a loyal following with your brand.

We will help you write a strategic brand plan for the future, to get everyone in your organization to follow. It starts with an inspiring vision that pushes your team to imagine a brighter future. We use our strategic thinking tools to help you make strategic choices on where to allocate your brand’s limited resources.

Our brand playbook methodology will challenge you to unlock future growth for your brand

  1. Our deep-dive assessment process will give you the knowledge of the issues facing your brand, so you can build a smart plan to unleash future growth.
  2. Find a winning brand positioning statement that motivates consumers to buy, and gives you a competitive advantage to drive future growth.
  3. Create a brand idea to capture the minds and hearts of consumers, while inspiring and focusing your team to deliver greatness on the brand’s behalf.
  4. Build a brand plan to help you make smart focused decisions, so you can organize, steer, and inspire your team towards higher growth.
  5. Advise on advertising, to find creative that drives branded breakthrough and use a motivating messaging to set up long-term brand growth.
  6. Our brand training program will make your brand leaders smarter, so you have added confidence in their performance to drive brand growth.

To learn more about our coaching, click on this link: Beloved Brands Strategic Coaching

To learn more about our training programs, click on this link: Beloved Brands Training

If you need our help, email me at graham@beloved-brands.com or call me at 416 885 3911

You have my personal promise to help you solve your brand building challenges. I will give you new thinking, so you can unlock future growth for your brand.

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Graham Robertson

Founder and CMO, Beloved Brands Inc.

 

The “Gut Instincts Check List” to help you judge Advertising

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If you think the idea that one needs a checklist for your gut feeling of something sounds crazy, then you likely have never been a Brand Manager before. You might not get this article.

As a Brand Leader, our brains can be all over the place, running from a forecasting meeting to talking with a scientist about a new ingredient to trying to do a presentation for management. And all of a sudden, we jump into a creative meeting and we need to find our instincts. All of a sudden, they are completely lost. We might come into the room still thinking about the financial error we just discovered, or what our VP wants from this ad. We might still be thinking about whether we should have known the market share in the food channel when our VP asked for it and we said you had to look it up.

I see many Brand Leaders show up in a confused state, unable to lead the process and incapable of making a decision. The check list is designed to get you back to where you should be. Relax. Smile. Have fun. If you did all the work on the positioning, the brand strategy and the brief, this is supposed to be your reward. The creative advertising should express all the work you have done. If great advertising is like the perfect gift that you never thought to get yourself, then you have to be in the right mindset to receive your gift. It should be a complete surprise, but as soon as you see it for the first time, you know it is just perfect.

 

Here are 8 key questions that will help you reach down inside to find your instincts that might feel lost:

 

1. Do you love the ad? Do you want this to be your legacy? (Your Passion)

What is your first reaction? If you don’t love it, how do you expect your consumer to love it? If you “sorta like” it, then it will be “sorta ok” in the end. But if you love it, you’ll go the extra mile and make it amazing. Ask if you would you be proud of this as your legacy. Your feedback to your agency should be “I get that the ad could be effective, but I just don’t love it. And I want to make sure that I love it before we make it.” There is no reason ever to put out crap in the current crowded cluttered world of brand messaging. Ask for something better. A good agency should respect that.

2. Does the ad express what you wrote in your brand strategy? (Fit with plan)

Does it work? What is your immediate reaction when you reach for your instincts? Many times, instincts get hidden away because of the job. Relax, be yourself in the zone, so you can soak it in, right in the meeting. The goal of great advertising is to find that space where it is creatively different enough to break through the clutter and smartly strategic to drive the desired intentions of the consumer.  From what I have seen, Brand Leaders tense up when the creative gets “too different” yet they should be scared when it seems “too familiar”.  Be careful that you don’t quickly reject out of fear.

3. Will the ad motivate consumers to do what you want them to do? (See, Think, Feel, Act)

In the Creative Brief, you should have forced a decision on one desired outcome that you wanted for your consumer. Just one. If you are offering something new, the ad should be about the visualization in order to stimulate awareness. If you are trying to get consumers to their mind about your brand, the ad should get them to think differently about your brand. If you are trying to tighten the bond with your consumer, the ad should get consumers to feel something different. And finally, where you are trying to drive the consumer to purchase, the ad should prompt an action. Just as you should force yourself to have one objective in the brief, you can only have one objective in the Ad.

4. Is the Big Idea the driving force behind all the creative elements? (Express Big Idea)

The Creative Idea has to express the brand’s Big Idea through the work. It should be the Creative Idea of the Advertising that does the hard work to draw the Attention, tell the Brand story, Communicate benefit and Stick. Make sure that you see a Creative Idea coming through and make sure that Creative Idea is a fit with your brand’s Big Idea that you spent so much effort developing. Make the Creative Idea flows through the ad and is central to every aspect of the ad. If there is no Creative Idea that holds everything together, you should reject the work immediately.

5. Is the ad interesting enough to break through the clutter? (Gain Attention)

Will this Ad get noticed in a crowded media world?  Keep in mind as to what type of brand you are, relative to the involvement and importance. The lower the involvement, the harder it will be to break through that clutter. Higher involvement brands have it much easier as the consumers are naturally drawn to them, and these brands add one more distraction to the lower involvement type brands.  With the consumers seeing 7,000 ads per day, if your brand doesn’t draw attention naturally, then you’ll have to force it into the limelight. Embrace creativity. Do not fear it.

6. Is the brand central to the story of the ad? (High on Branding)

Will people recall your brand as part of the ad?  You should be trying to see where the Creative Idea helps to tell the story of the relationship between the consumer and the brand. Even more powerful are the Ads that show the consumers view of the brand through interesting consumer insights. Make sure you don’t just jam your brand awkwardly into various elements of the brand. It has been proven that it is not how much branding there is, but about how close the brand fits to the climax of the ad. Avoid the type of ads that run away from your brand, where your brand is not even central to the story. These ads think that making your boring brand a part of a creative ad will help your brand seem less boring. It won’t work. Embrace the advertising tries to  make your brand seem as interesting as possible, because the ad finds a way to connect the brand with the consumer.

7. Does the ad communicate your brand’s main benefit? (Communicates what you need)

There is a Marketing myth out there that if I tell the consumer a lot of different things, then maybe they will at least hear one of them. Try that at a cocktail party next time and you will soon learn how stupid this myth really is. Tell them ONE thing over and over, and the consumer will remember what your brand stands for. Just ask Volvo.  To make your one thing more interesting, tap into the insights of the consumer to helps tell the brand’s life story and focus on the ONE main message you laid out in the brief. Keep your story easy to understand, not just about what you say, but how you say it.

8. How campaign-able is the ad? Does it work across various mediums, with all products? Will it last over time? (Stickiness)

To build a consistent experience over time to drive a consistent reputation in the minds and hearts of the consumer, you want to look for an Advertising idea that can last 3-5 years, that will work across any possible medium (paid, earned, social), that will work across your entire product line up as well as new launches in the future. Think of being proud enough in the work to leave a legacy for your successor. Force your brain into the longer term.

If you feel a lot of pressure from being in the hot seat as the client in a Creative Meeting, you should. 

For many Brand Leaders, being on the hot seat in the creative meeting feels like your brain is spinning. Too many thoughts in your head will get in the way of smart thinking. What you do with that pressure will the make or break between being OK at advertising and great at advertising. I always say to Brand Leaders, “If you knew that being a better client would make your execution better, could you actually show up better?”

The style and tone in which you give feedback to an agency can make an ad better, or destroy it before it’s ever made. Be a passionate brand leader, open with your feelings, challenge the work to be better, take chances, reward effort and celebrate successes together.

In most Marketing careers, we are only on the hot seat for such a short period. We make so few ads that can have such dramatic impact on our brand. As a junior Marketer, we might be observing our boss on the hot seat, and you can’t yet feel what it is like till you are there. As we move beyond the hot seat to a Senior Marketing role, we will miss the days of those pressure moments. Make the most of it. Enjoy it.

Advertising should be fun. If you are having fun, so too will the consumer. 

To read more on Marketing Execution, here is the workshop we take brand leaders through to help make them smarter.

Beloved Brands: Who are we?

At Beloved Brands, we promise that we will make your brand stronger and your brand leaders smarter. We provide a new way to look at Brand Management, that uses a provocative approach to align your brand to the sound fundamentals of brand management. We use workshop sessions to help your team create a winning brand positioning that separates your brand in the market, write focused brand plans that everyone can follow and we help you find advertising that drives growth for your brand. We will make your team of Brand Leaders smarter so they can produce exceptional work that drives stronger brand results. Our Beloved Brands training center offers 10 training workshops to get your team of brand leaders ready for success in brand management–including strategic and analytical thinking, writing brand plans, positioning statements and creative brief, making decisions on creative advertising and media plans.

To contact us, email us at graham@beloved-brands.com or call us at 416-885-3911.You can also find us on Twitter @belovedbrands.

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Six Habits of Great Brand Leaders

facebook adHaving spent 20 years in the CPG world of marketing, I’ve seen almost a thousand Brand Leaders over the years.  On the way up, I tried to emulate what I thought were the best traits and avoid what I saw as weaknesses.  And at the senior level of marketing, I hired tons of Brand Leaders, promoted many and even had to fire a few along the way.  I’ve been a Brand Coach the past few years, working closely with Brand Leaders.  And I consistently see these six habits at any level, that separate those that are GREAT from those that are just GOOD.

Habit #1:  GREAT Brand Leaders push for focused choices, using the word “or” and rarely using the word “and”.  

Everyone says they are good decision makers, but very few are.  If you present an either-or situation to most brand leaders, they struggle with the decision, so they say “let’s do a little of both”.  But in reality, what separates out a great brand leader from the pack, is great brand leaders know that decision-making starts with the choices where you have to pick one, not both. At the core of business, Brands only exist to drive more profit than if we just sold the product itself.  It’s all about ROI (Return on Investment).  Forget the mathematical equation, ROI just means you get more out of it than you put into it.  Every brand is constrained by money, people, speed and ideas.  It becomes all about focus, leverage and finding that gateway point where you realize more from what you do, it than what you put into it.

FOCUS, FOCUS, FOCUS!!!

  1. To be GREAT, you need to focus on a tight consumer target to make sure you can get them to do what you hope and love you for it.  A new way to think is to find those consumers that are already  highly motivated to buy what you have to sell and get them aboutus_roi_70812766-300x228to love you, rather than targeting everyone and get them to like you.  Look at how marketing testing is set up:  we test among the mass market and see how many we can persuade to use your product. The reality is that leading brands within each category are more loved than the pack of brands struggling to figure themselves out.  It’s better to be loved by a few than tolerated by everyone.  I once talked to a bank whose target was 18-65, current customers, new customers and employees.  That’s not a target.  How can you have a ROI if you’re spreading your limited resources against EVERYONE?  The only thing missing from that target is tourists and prisoners.  You have to matter to those who care the most.
  2. To be GREAT you need to focus on creating a tightly defined reputation that sets your brand up to own an area.  You really only have four choices: better, different, cheaper or not around for very long.  Giving the consumer too many messages about your brand will confuse them as to what makes your brand unique.  Trying to be everything to everyone is the recipe for being nothing to no one.  Today they estimate that consumers receive 7,000 brand messages a day.  Wow.  How many of those 7,000 do you engage with and digest each day?  Maybe 5.  And yet, in your creative brief you think 3 or 4 messages is the way to go.  You have to focus on one message. When you ask a room full of Brand Leaders, tell me one word that defines the Volvo brand:  half the room yells out SAFETY.  Volvo has been singularly focused on the safety positioning since the 1950s not just externally but internally the safety positioning guides every decision.  That’s focus.
  3. You need to focus on very few strategies.  The most simple strategies center around Penetration (getting new users) or frequency (getting current users to use more).  Do you want to get more people to eat your brand or those that already do to eat more?  That’s a choice you must make, yet I see so many Brand Plans with both.  Even worse is when I see creative briefs with both.  These are two different unrelated strategies. When you look for new users, you have to convince someone who already knows about your brand and get them to change their minds away from their current brand.  When you try to get more usage, you have to convince someone who has already decided how to use your brand, to use it differently, changing their habits or rituals.  Brands need to understand where they sit before picking strategies.  Go look at your plan and see if you are making choices.  Because if you’re not, then you’re not making decisions.  

When you focus, four things happen for your brand:  better Return on Investment (ROI); better Return on Effort (ROE); stronger reputation; more competitive and an aligned organization that helps create an experience that delivers your reputation.  So next time you are faced with a decision, make the choice. Don’t pick both, just in case you are wrong.  All you are doing is depleting your resources by spreading them across both choices.  And you’ll never see any movement on your brand so you’ll never find out if you were right or wrong.  Make the choice.  blog ad 1

Habit #2:  GOOD Brand Leaders represent the Brand to the Consumer, but GREAT Brand Leaders represent the consumer to the Brand

Everything starts and ends with the consumer in mind.  I always like to ask Brand Leaders:  “Do you represent your brand to your consumer or do you represent your consumer to the brand?”   Yes, I get stunned looks of confusion when I ask that.  But it’s an important question as to your mindset of how you do your job.  My challenge to you is to start thinking like your consumer and be their representative to your brand.  You’ll notice the work gets better, you’ll see clearer paths to growth and you’ll start to create a brand that the consumer loves rather than just likes.  When this happens, sales go up and the P&L spits out higher profitability.  Because the more loved the brand, the more powerful position it occupies and the more profit it can generate from that source of power.  

Able to walk in their shoes and speak in their voice?  Get in the shoes of those Consumers and you’ll quickly realize that consumers do not care about what you do, until you care about what they want.  You should be thinking about your consumer every day, all day.  Yes, you need to hit your sales and share goals.   But your consumers are your only source of revenue and you have to know them intimately.  Live and breathe insights about your consumers.

Habit #3:  GOOD Brand Leaders are fundamentally sound with their facts, but GREAT Brand Leaders are fundamentally sound with their instincts.  

I am a huge believer that marketing fundamentals matter–in fact I train Brand Leaders on everything from strategic thinking to writing brand plans and creative briefs.  But that’s a starting point to which you grow from.  If you don’t use fundamentals in how you do your job, you will and should be fired.  So Good Brand Leaders do a good job of bringing fundamentals into how they do their job.  They know how to back up the fundamentals by gathering the right facts to support their arguments.  But GREAT Brand Leaders are able to take it to the next level and bring those same fundamentals and match them against their instincts.  They have a gut feel for decisions they can reach into and bring out at the boardroom table based on the core fundamentals, the experience they bring from past successes and failures as well as this instinctual judgement.  It’s not that great marketers have better instincts, it’s that great marketers are able to believe in their instincts and not shut them down because of what the facts might say.

 

Habit #4:  GOOD Brand Leaders try to do it all themselves.  GREAT Brand Leaders don’t do anything by themselves but they inspire others to do great work

I was one of those Brand Leaders that spent the first part of my career trying to do everything, and the second half of my career trying to do nothing.  inspireI wasn’t slacking off but I finally figured out that the secret was to inspire others.  I fully admit that I was much more successful when I learned to do nothing, but do it really well.  Instead of giving people answers to follow, give them the problems that requires their expertise in solving.

As Brand Leaders, we don’t really know much about anything.  We know a little about this and that.  But purposefully, we are generalists.  And then if we surround ourselves with experts, we owe it to ourselves to ask for their help. Put another way:  when you tell people what to do, there is one simple answer: YES.  When you ask people what they would do, you open yourself to hundreds of solutions you might not even have imagined.  

The next time you have a problem, instead of giving the best answer to the experts, try to come up with the best question and then listen.

Habit #5:  The GREAT Brand Leaders create GREAT Brand Leaders on their team.  

While you might think that having a great product, the right strategy and a winning TV ad will drive your brand, the long-term success of your brand is dependent is how good your people are.  plan adIf you have great Brand Leaders, they will be on top of your business, they will make the necessary strategic course corrections, they will create better executions that connect with consumers and drive profitable growth for your brand. One of the best ways to drive long-term business results from your brands is to make sure you have a strong marketing team in place.  GREAT Brand Leaders understand the very simple equation:  better people means better work and that means better results.

Habit #6:  GREAT Brand Leaders have a desire to Leave a Legacy

I’m always asked so what does it take to be great at marketing, and I’ll always jokingly say “well, they aren’t all good qualities”.  The best marketers I have seen have an ego that fuels them.  That’s not a bad thing, as long as you can manage it and the ego doesn’t get out of control.  I always challenge Brand Leaders to think of the next person who will be in their chair, and what you want to leave them.  When you create a Brand Vision, you should think 10 years from now, advertising campaigns should last at least 5 years and the strategic choices you make should gain share and drive the brand to a new level.  Yet, the reality is you will be in the job for 2-4 years.  When you write a Brand Plan, you should think of the many audiences like senior leaders, ad agencies and those that work on your brand, but you also should think about the next Brand Leader.  What will you do, to leave the brand in a better position than when you took it on?  What will be your legacy on your brand?   

Always Push for Great and Never Settle for OK

 

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Do you want to be an amazing Brand Leader?  We can help you.  

Read more on how to utilize our Brand Leadership Learning Center where you will receive training in all aspects of marketing whether that’s strategic thinking, brand plans, creative briefs, brand positioning, analytical skills or how to judge advertising.  We can customize a program that is right for you or your team.  We can work in person, over the phone or through Skype.  Ask us how we can help you. 

At Beloved Brands, we love to see Brand Leaders reach their full potential.  Here are the most popular article “How to” articles.  We can offer specific training programs dedicated to each topic.  Click on any of these most read articles:

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The one way Brand Leaders can get better Advertising.


Because of my role as a Creative Coach for Brand Leaders, I always get asked “so what makes a Brand Leader good at Advertising?”  Most people are surprised by the simplicity of my answer.  Brand Leaders who are good at advertising can get good advertising on the air and keep bad advertising off the air.  Think about that for a bit because that answer is a lot more complicated than first meets the eye. It’s not about how creative you are.  It’s not just picking the right ad either.  

Since Brand Leaders don’t really make the ads, how can one Brand Leader get better work than another?  Well, it starts with your managing your options.  When your agency presents work to you, you really only have three options you can say:

  1. Yes, I approve this ad.
  2. No, I reject this Ad.
  3. Maybe, but here’s some tips to make it even better.

I love when I’m in a room full of Brand Leaders and I ask:  “If you don’t make the advertising and you can only answer yes, no or maybe, then how can you as a Brand Leader, get better advertising?”  The room goes silent, almost like they’ve never been asked this question before. Then the answers start to flow:

  • “keep rejecting the bad ads until they get better ones”
  • “get a new agency”
  • “make sure you give detailed feedback on what to fix”.

Then I say:  “Those answers might you in saying NO to bad ads and MAYBE to ok ads, but how do you get the ads that you want to say YES I approve, are amazing ads instead of just good?”  The room goes silent again, as all the Brand Leaders are stumped.

And then I give my answer:  You have to inspire your agency to make great work.

There’s disbelief.  “Don’t we pay the agency?  We are the client. So why do we have to inspire them?”

Well, let’s look at the simple math.  Most Brand Leaders only make 1 ad per year. inspire Most agencies make 100s of spots per year.  Yet you need  your 1 ad to be great, so you can drive your brand’s results.  The agency needs 5 ads out of 100 to win agency of the year, and about 5 to put in their pitch presentation to try to get new business.  I know I keep changing the question, but maybe the better question for you is “how do you get your ONE ad that you will make this year to be one of the FIVE best ads that your agency will make this year?”

You want to get your agency’s best people to want to work on your brand and you want them to present their best ad ideas.  You want the agency’s best people to go all out, put all of their passion into the work, stay late, call in favors, get the best directors and best talent to want to work on your ad.  

I’m changing the question one more time:  So how do you get the best people at your agency to want to work on your brand and give their best work?

Inspire them.

The best creative people want an opportunity to make great work.  And if they sense you’re the type of client who will enable them, they’ll be attracted to working on your brand.  The best creative people at your agency want problems to solve. They don’t want your answers. At every stage of the process, just give them a new problem they can solve. Don’t say “make it blue” but rather say “how do we make it more bright?” They know great creative has risks and they want to see you willing to take chances.  

Slide1The best account people want to be respected and appreciated. They are always caught in the middle between you and their own creatives. They know their creatives can be a pain in the butt.  You would do wonders for your relationship by not being a pain in the butt as well. They want to see you fight for the work internally, knock down barriers, get your management aligned and be passionate about the work at every stage.  They want you to know how hard they work, and want you to acknowledge their impact.  

The best agencies want a client who wants to make great work.  They want you to show it off as much as they want to. Agencies are more driven by the emotion and pride than they are results. You will get better results if you can tap into the personal pride of your agency.  

Your agency wants you to make work that you love and not settle for work that you think is OK.  I remember struggling one time to give feedback.  1899963_10153777664745332_750304591_nAnd I finally said, “I just don’t love it” and I felt  guilty, like I was telling a girl “it’s not you, it’s me”.  But the reaction of the agency surprsed me because they said “we don’t want to make work you don’t love and the fact that you need to love it makes us want to make work you love” and they pulled the ad off the table.  To me “I love it” is the highest bar you can set.  Because if you don’t love it, then how do you expect your consumer to love your brand?  

The last question:  if you knew that showing up as a better client to your agency would make the work even better, then would you show up differently?  I hope so.

Because that’s how a Brand Leader gets better advertising.   

 

At Beloved Brands, ask us how we can act as a Creative Coach for you, helping you and your agency get to great creative Advertising 

 

To see a training presentation on Get Better Advertising: 

 

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At Beloved Brands, we love to see Brand Leaders reach their full potential.  Here are the most popular article “How to” articles.  We can offer specific training programs dedicated to each topic.  Click on any of these most read articles:

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Worst Ad Ever: I promise I would never let you make this ad

If you made this ad, you should be fired.  If you are the Brand Leader, this did nothing for the Lexus brand.  If you are the agency, you let your client down–and likely they are now about to get fired. 

 

Advertising looks easy, but it’s not.  

Good Advertising is not random, it is well planned. The best Advertising is an expression of strategy, that should have a goal for the brand.  It should also have a target market, supported by a key consumers insight that connects with the target.  And it should serve up the main benefit through the advertising.   Advertising is commercial art, which really means it’s half art and half science, but it is never all art.  That’s called a museum, not my TV set. Advertising is not “out of the box” creativity, in fact it is a form of “in the box” creativity, where the strategy and creative brief create a box for the creatives to find a solution.  The best creative people at agencies are not blue sky thinkers, but rather problem solvers.  

I come at this from the vantage of a fellow client.  I’m not an Ad Agency guy, never having worked a day at an agency in my life.  But I do give coaching on Advertising for clients, and I’d never ever let you make this spot.  In my role, I get asked a lot:  “So what is it that makes someone good at advertising?”.  I always think people are looking for some type of magical answer, but the answer I give is always very simple yet if you think about it very complex:  “They can consistently get good advertising on the air and keep bad advertising off the air”.  

This Lexus ad should have been rejected!  When I look at the Lexus ad above, I should almost be able to write the brief and at least answer these questions:

  1. Who Do We want to sell to?  (target)
  2. What are we selling?  (benefit)
  3. Why should they believe us?  (RTB)
  4. What Do We want the Advertising to do?  (Strategy)
  5. What do Want people to do?  (Response)
  6. What do we want people to feel?   (Brand Equity)

I have no idea of the target, the benefit or what they hope the advertising does.  I don’t even know what they want people to do.  Lexus competes with 3 other brands with very well-defined brand positions:  BMW is all about performance, Mercedes owns luxury and Volvo screams safety all the time. While Lexus came into the market with stylish designs and at a new reasonable price, I’m no longer sure what the brand stands for.  (Lexus is my favourite car I’ve ever owned so far)  

Finding your Difference is not easy

good-vs-different-1I’m always pushing to make ads that are unique, but there is a fine line you have to walk between good-different and bad-different. To be good and different, you need to make what you do really interesting.  This Lexus ad is somewhat different (more weird than different), but it is awful. The ad has nothing to do with the consumer, nothing to do with the brand. It hides the product so much that you would think the client and agency both feel there’s nothing really great to say about the brand.  Can you find advertising that shows how much consumers love the brand?       

The car brand that consistently does Different-Good is Volkswagon who finds unique ways to showcase how much love their consumer feels for their brand. Here’s a couple of great examples for VW:

The ABC’S of Advertising 

Here’s a potential tool you can take into the room that is very easy to follow along.  You want to make sure that your ad delivers on the ABC’S which means it attracts  Attention, it’s about the Brand, it Communicates the brand story and Sticks in the consumers mind.  

  • Attention:  You have to get noticed in a crowded world of advertising.  Consumers see 6000 ads per day, and will likely only engage in a few.  If your brand doesn’t draw attention naturally, then you’ll have to force it into the limelight.
  • Branding:  Ads that tell the story of the relationship between the consumer and the brand will link best.  Even more powerful are ads that are from the consumers view of the brand.  It’s not how much branding there is, but how close the brand fits to the climax of the ad.
  • Communication:  Tapping into the truths of the consumer and the brand, helps you to tell the brand’s life story. Keep your story easy to understand. Communication is not just about what you say, but how you say it—because that says just as much.
  • Stickiness:  Sticky ads help to build a consistent brand/consumer experience over time.   In the end, brands are really about “consistency” of the promise you want to own.  Brands have exist in the minds of the consumer. 
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Attention

Buying media and putting something on air does not attract attention for your ad.  Why would consumers want to listen to what you have to say.  strategy adYou have to EARN the consumers’ attention.  The best way to grab Attention is to take a risk and do something not done before. Here are the 5 ways to attract attention.

  1. Be Incongruent:  This is a great technique to get noticed is by being a bit off kilter or different from what they are watching.  A lot of brand leaders are afraid of this, because they feel it exposes them.  Avoid being like “wallpaper”   If you want a high score on “made the brand seem different”, it starts with acting different.   kitkat
  2. Resonate:  Connect with the consumer in the true way that they see themselves or their truth about how they interact with the brand.
  3. Entertain them:  Strike the consumers emotional cord, by making them laugh, make them cry, or make them tingle.  From the consumers view—they interact with media to be entertained—so entertain them.
  4. The Evolution of the Art of Being Different:  As much as Movies,  TV music continues to evolve, so do ads. As much as your art has to express your strategy, it needs to reflect the trends of society to capture their attention.  Albino fruit flies mate at twice the rate of normal fruit flies.  Be an albino fruit fly!!!
  5. Location Based:  Be where Your consumers are open and willing to listen.  The Media choice really does impact attention.  Make sure your creative makes the most of that media choice.  
Branding

There is an old advertising saying “half of all advertising is wasted, but we aren’t sure which half”.  Coincidently, the average brand link is 50%.  Our goal should always be to get higher.  The best Branding comes when you connect the Brand to the Climax of the ad.   It’s not about how much branding or how early the branding arrives.  

  1. Be Part of the Story:  in the spirit of big ideas, how do you tell a story, using your brand.  It’s not how much branding you use, but rather how closely connected the brand to the climax of your ad.
  2. Is it the Truth:  It sounds funny, but if there is a disconnect between what you say, and what you are….then the brand link won’t be there.  People will discard the ad.
  3. Own the Idea Area:  Be a bit different—make sure that what you do sets you apart from anyone else. 
  4. Repeat:  don’t be afraid of building your brand—and the simplest way to get branding is to repeat and repeat and repeat.
Communication

Communicating is about selling.  Keep in mind, communication is not what is said, but what is heard.  The best way to Communicate is through Story Telling that involves the brand.  The modern-day world of the internet allows richness in story telling.  

  1. Start a Dialogue:  If you can do a good job in connecting with the consumer, the branding idea can be a catalyst that enables you to converse with your consumer.
  2. What are you Selling?  You have to keep it simple—you only have 29 seconds to sell the truth.  Focus on one message…keep asking yourself “what are we selling”.drill
  3. Powerful Expression:  try to find one key visual that can express what you are selling.  This visual can be leveraged throughout
  4. Find Your “More Cheese”:  Many times its so obvious what people want, but we just can’t see it or articulate it. 
  5. Sell the Solution—not the Problem:  Brands get so wrapped up in demonstrating the problem, when really it is the solution that consumers want to buy. 
Stickiness

We all want our ads to stick.  You need to adopt a mindset of “will this idea last for 5 years”.  The Best way to Stick is to have an idea that is big enough.  You should sit there and say is this a big idea or just an ad?

  1. Dominant Characteristic:  things that are memorable have something that dominates your mind (e.g.:  the red-head kid)
  2. How Big Is the Idea?  Its proven that a gold-fish will get bigger with a bigger bowl.  The same for ideas.
  3. Telling Stories:   While visuals are key to communicating, in the end people remember stories—that’s how we are brought up—with ideas and morals that are designed to stick. 
  4. Always Add A Penny:  With each execution, you have a chance to add something to the branding idea.  Avoid duplicating what you’ve done…and try to stretch as much as you can. 
  5. Know Your Assets:  There has to be something in your ad that stick Know what that is and then use it, in new executions or in other parts of the marketing mix.

Yes, the Lexus ad is beautiful shot, likely very expensive–both in production and media.  But it’s so subtle, it won’t catch attention, there’s no way it’s going to brand link or really communicate.  Strike that, since I’m still not sure what the ad is communicating, there’s no way it will communicate.  Add all that up and it won’t stick at all.

At Beloved Brands, ask us how we can act as a Creative Coach for you, helping you and your agency get to great creative Advertising

 

To see a training presentation on Get Better Advertising: 

 

If you are in the mood to see stories on great advertising, here’s a few other stories:

 
 Slide1
 

At Beloved Brands, we love to see Brand Leaders reach their full potential.  Here are the most popular article “How to” articles.  We can offer specific training programs dedicated to each topic.  Click on any of these most read articles:

 
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