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IHAVEANIDEA.ORG > ask jancy >  Who needs to love an ad the most?

Who needs to love an ad the most?


I’m curious know how you’d rank the following in order of importance to you, and why:
  • What your client thinks of the ad.
  • What your target audience thinks of the ad.
  • What your peers in the advertising community thinks of the ad.
  • intro Who needs to love an ad the most?It’s a three-way tie. Impossible to place one group’s take on it over the other. They all need to love it, and there’s the trick. Very hard to hit the home run. But that’s what drives the best creative people.

    If the client doesn’t like the ad (or can’t be convinced the target will like the ad), then the others are moot. Won’t see the light of day. The end. And they really have to feel great about the idea: it’s possible to sell an idea when they’re really still uncomfortable with it. If for any reason the resulting ad bombs, it’s very, very hard to live it down. Trust is broken. Future projects will be uphill all the way. So the whole team has to believe in it and go for it. When you’re all holding hands, even a disappointing outcome will be survived.

    If the target doesn’t like the ad, they don’t buy the product, and once again you’re screwed. Many “great” ads have been created that forgot the target. The ad community became the target (and usually not consciously). We’re all prone to talking to ourselves and a smart team will do reality checks on their ideas by running them past people who are in the target. Grabbing people outside the creative department or people walking by the office that you stop to survey can help a ton. Not to mention, it’s easier to sell the surviving ideas to your clients when they hear target-like people have reacted positively to what you’re showing.

    We’re not ashamed to admit that what our peers think matters enormously. It’s gratifying to get the calls saying “I love the ad you guys did for ____!” It’s fantastic to pick up awards for your work. This is all positive reinforcement and many clients also feel great when their work is recognized with awards and good press. It’s all a signal that you’ve done something exceptional. What’s not to love about that? The passionate ad professional will only be really satisfied when the client loved it (or at least bought that the target would), the target responded, and the professional nod is there. Hopefully you readers will have the planets align in such a fashion more often than not. Good luck!

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    About Jancy

    'Jancy' is Janet Kestin and Nancy Vonk, Co-Founders of Swim, a unique “creative leadership training lab for advertising creatives and marketers.” Prior to Swim, Jancy was globally renowned as the Co-Chief Creative Officers of Ogilvy & Mather Toronto, a position they held for thirteen of the twenty years they were a creative duo at the agency. Over the years they've racked up Cannes Lions, Clios, One Show pencils and CA credits, and have lead their shop to two Cannes Lions Grand Prix and a Grand Clio. They've judged CA, Cannes, D&AD, the One Show, the Clios and other prestigious award shows. Creativity named them two of the top 50 creative people of 2008. Known for their outspoken, no-bullshit style and a passion for mentoring juniors, they're ready to give you advice if you're ready to take it.

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