Creative responsibilities
As I’ve said before, I’m working on a brand launch right now. We’re being tasked with coming up with the messaging, accompanying visuals and branding and some tactics for executing these. We had a creative review of sorts that involved the client last week. Afterwards, it was rather obvious that we weren’t very close to what the client was looking for and that we would have to go back to the drawing board, and it seemed obvious to everyone that the creatives had to come up with this big idea in order to make a splash.
However, I disagree with this. If you want to create a big splash, you need people who are marketers to put their heads together, and smart marketers can be creatives, they can be strategists, account managers, technology people or anyone else that works on these campaigns. It seems that traditionally, strategy and account will lay the framework and do some of the critiquing later, but won’t offer much in terms of their creative ideas. I’m trying to effect some change by being proactive about offering up my creative marketing ideas, so we’ll see if anything happens there.