Creatives the Key to Reach Out to Hearts of Customers

There is a surfeit of ads both in the print and digital channels. One has to only switch on a TV channel to be bombarded by mind-boggling and annoying ads that usually follow a set pattern. People rarely pay attention and most people switch channels. Creatively designed ads or Marketing collaterals, on the other hand, grab attention and engage viewers to get the message across. 

There are dozens of advertising agencies but only a few can boast of a creative team that can truly come up with something unique and innovative. A creative agency places emphasis on coming up with copy or content that harmonizes with the visuals and has emotive appeal. There are other aspects too which must be in consonance with the brand image a client wishes to create. The creative side must also keep in mind the product and the target audience and find out what actually appeals to such buyers, which means research provides a key input for creative professionals. Top advertising agencies in India have creative teams working with research teams to come up with unique messages that will have the desired impact. If one is creating a campaign for a high end, expensive, sophisticated product aimed at the affluent, the creative approach is quite different from a product targeting rural people whose main considerations may be cost and functionality. 

Many Advertising Agencies simply do not bother much about being creative but follow the copycat process. Creatives, unlike manufacturing, is not a straightforward process. The talent has to be there and it needs time for an idea to mature and germinate. Various people are involved and their collective output is then evaluated and a compromise arrived at which would achieve the target and also be pleasing to the client. This entire process can be time consuming, especially when it comes to translating a concept into a visual in which case the capability has to be present. 

Creative agencies have the talent and help them translate abstract ideas into concrete designs with the use of high end graphics workstations and 3D simulations as well as photography, video and print design capability. 

Before a finalized composition is deployed it must be tested for reactions. Creative advertisers always carry out sampling before finalizing media releases. This helps fine tune the creative aspect and align the message in a way that goes straight to the heart and soul of target audiences. One has to see campaigns to see the difference. Run of the mill campaigns usually incorporate a strong message to buy a specific product. Creative campaigns work in more subtle fashion by evoking a strong positive inclination for the product, a favourable brand image and an innate desire to be associated with all that it connotes. Research shows that such ads do grab attention and are viewed whereas the former type may be ignored. When people view something creative and like it, they remember it as well and will likely consider that product for purchase in future. Creative approach creates a unique brand image for the Company as well. The value is immeasurable.