The role of the creative
is to give a shape to an ad. They have to find the idea and the most efficient
way to push the customer to buy a product or a service. Imagination and
innovation are required to develop and to present an advertisement.
Agencies believe that there is only one
rule for advertising to be effective “it has to be creative”. It is not just
the sense of how it is visually presented, filmed, or worded but must agencies
but be very innovative in terms of how they plan to pass on the message to
consumers. Success comes when agencies are able to be creative enough to break
through the targets mind-set and be compelling that it will ignite a brand
relationship. Advertising agencies can either play it safe and risk losing the
marketing war or can try to constantly come up with fresh ideas.
Use of creativity by agencies
is “unexpected” because so much advertising today is expected. This will
capture the attention of audiences therefore the message is more likely to get
through. There have been many advertisements that have surprised audiences
because it was not normal for them to see that in an advertisement of that
nature. The best use of creativity is when the agencies make consumers think
about the product or brand. The type of creativity is distinctive communication
which is breaking through the clutter.
