A Good Campaign

Ok, so advertising. What's the point of it, how does it work etc etc.

So firstly, why do we advertise? Advertising is about selling products. It isn't about making the funniest, or cleverest ad to make the agency look good, it should about about what your selling. These days agencies can sometimes miss that because their focus is on winning awards....which is great as long as you are doing a good job for your clients! The best agencies will always remember that. As the great Bill Bernbach said (if you don't know him, Google him, he's the genius behind some of the most infamous ads) 'A good ad makes the product-not the author-shine'.

What makes a good ad? A good ad should combine a strong strategy, brilliant creativity and great client relationship managers. To come out with a good ad, it needs to be simple, original, relevant and create an impact. It needs to be unexpected and lateral thinking. It has to be memorable. Along with all this, an idea has to be campaignable. By that, we mean that an idea should be one that can be transferred to all marketing channels, from tv, to digital, to outdoor. It has to be an idea that can be developed consistently across each medium so that it can resonate with consumers. Finally, an ad has to achieve what the client wants it to achieve, whether that be raising awareness, selling more of a product, or whatever the purpose of the campaign is.