Ideas are not restricted by the medium we play in
“Ideas are not restricted by the medium we play in”
Konrad Spilva, once presented his view on the current issues surrounding Advertising in
the digital context within Australia. He explained Visual Jazz’s (now known as Isobar) model in
working through campaigns and implementing sound strategies to meet client
expectations. He showcased a few campaigns Visual Jazz had been a part of and
further exemplified the changing nature of social interaction of consumers
within the digital space with some examples such as the Volkswagen Fun campaign
and Creating Social Currency campaign in Sweden. Visual Jazz’s ethos revolved
around doing things differently, and bringing ideas to life online.
Konrad believes that “Ideas are not restricted by the medium we play
in”. This notion has long been contested in regards to keeping a campaign in
lieu with the clients brief.
Creativity involves either generating completely new ideas or coming up
with new takes on old ideas. This ideology is evident in the
current Advertising landscape with many agencies trying to break through the
clutter to differentiate a brands product and services from their competitors.
Ideas are not restricted by the mediums that are used to disseminate
messages and advertisements, but can be constrained due to a few factors:
1) Research into the category, brand
and target audience segments are important in obtaining a sound strategy in any
Advertising campaign,
2) The use of media channels depends on
the creative idea; not all creative concepts can be executed through the same
media channels, and
3) Idea generation comes from one good
strategy.
Creative teams have
continued to debate into the extent in which information should be presented to
them in order to get their creative juices flowing. This can be a possible
obstacle in the creation of new ideas.
Media planners would then argue
that different media vehicles would have to be utilised according to the idea
presented, the message to be spread and more importantly, if it remains on
strategy.
It is important for all members working on a campaign to be aware of the
marketing objectives, the strategic input towards building a suitable
single-minded proposition, and finally to manage the creative output to ensure
it remains on strategy.
Such diligent synergy allows for an
exchange of ideas within reason, and a decentralization of the hierarchy of
power within an agency. Konrad, himself mentioned that strategy planners within
Visual Jazz had to work closely with developers and co-workers with a more
sounding understanding of the digital medium. Visual Jazz took a bottom-up
approach in strategy planning. This allowed for an amplification of strategies
across the selected channels as they know their mediums best.
An idea is only as sound as the
strategy that follows. The entire team needs to be able to assimilate the
research data, and develop relevant insights and ensure the creative team are
on strategy. All it takes is one good proposition to develop 100 big ideas.
Taking Visual Jazz’s previous campaign Lynx fast Life as an example:
A TVC was used to launch the
campaign giving the campaign awareness amongst the target audience. The
Internet was then used as the primary mode of interaction with consumers
because the objective was to get people to LIKE the page and interact.
Unlike
television or radio, which are relatively passive media used primarily for
entertainment, the Internet requires active participation.
An ideal
result of using the Internet is that consumers choose what they wish to
actively participate and interact with. This is more powerful than being
exposed to traditional medias shouting their messages to them.
Creatives have been asked to always think ‘strategically. This is a key indication into an emerging trend where ‘creatives’
are no longer creative and have to be able to synthesize and look at the
broader picture. This is can be reflected on Visual Jazz’s campaign for
Lynx.
Ideas are not restricted by the medium that we play in, but there are
external factors that can limit the process. Creatives need to keep in mind of
the strategy and ensure that their ideas are on par. In developing strategy
within the digital context, or any other media platforms, it is good to get the
appropriate media planner, developers’ opinions as they would probably know
better. Creative ideas will have to be adjusted to suit different mediums;
however the biggest notion is that an idea is transferable; it just depends on
the medium used and how it is portrayed.
Daniel-Jacob Santhou
www.thecreativestrategist.com.au
au.linkedin.com/in/djsanthou/en
Twitter: @djsanthou
Facebook: www.facebook.com/thecreativestrategist
Instagram: @thecreativestrategist
Melbourne, Australia
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