MANILA, AUGUST 14, 2013 – Ingenious executions that create public buzz and online trends may deliver fame for its agency creators, but could see the brand getting the shorter end of the sick, Omnicom Media Group Philippines has warned.
The group sought to bring some perspective to what it termed as “showstopper” executions that leave marketing practitioners wishing they had done that.
But in the rush to produce the wows, agencies could well be jumping the gun on executions, in some cases pre-empting the planning process as excitement in the spontaneous idea takes over.
“It won’t be fair to discount the creative process that agencies go through. But it makes you think when the excitement starts outshining the brand,” said OMG CEO Nic Gabunada. “You may praise the agency that came up with the brilliant execution, but the brand ends up with the shorter end of the stick.
“This happens with advertisers naively … too eager to be the brand that comes up with the next in thing.”
OMG’s research director Dan Ryan Catalan outlined 5 tips to keep executions on track:
· Wear your brief tightly: Keep the brief printed and on-hand for every meeting and brainstorm session
· Be the consumer: Compose your insight statements or insight setup for your advertising concepts, personally expressed from the target market’s point of view.
· Walk forward: Insights about the brand and consumer should be the core of strategy, not a creative idea.
· Involve the brand: Always include the brand in crafting your strategy or concept statements to ensure that the brand is the focus of the plan.
· Visualize the media idea/strategy: Planners need to express the communication objective in an actionable/execution-oriented idea.
