Jul 30, 2014

How not to judge creative OR death by committee-titis

When you start something new, you learn a great deal by trial and error. You make mistakes and then you figure out the right way or someone teaches you. Sometimes, certain mistakes take longer to spot and correct. One such mistake is the tendency of new marketing executives to judge a creative piece, in pieces.

The tendency is to make sure that everything in the list has been done correctly. They start ticking off the different requirements and parts of the creative and when all ticks are there, they feel that the objective has been met.

What they do not realize is that the whole is much greater than the parts. If you breakdown a creative piece into several parts, you may get all of them right separately, but together everything may not work out very well.

Let’s have a look at what the requirements and parts are that a beginner marketing executive will look out for and tick off.

Well everything is ticked, so let’s have a look at the final creative. Read more...

Jul 12, 2014

Your best creative ideas are 3 absurdly simple steps away

These three steps might appear over-simplistic at first glance, but follow them sincerely and you will bring out your best creative ideas. You’ll have to be totally honest and objective about it all, though.
Step 1
Place. Place. Place.
Find 3-4 outstanding ads (maybe Cannes gold winning pieces or any creative ideas that you really admire from the last 3-4 years) and place them on your soft board. Leave space for another ad in between them.