From WARC’s Gunn 100: Lessons from the World’s Best Creative Campaigns
Based on an analysis of the campaigns appearing in the Gunn 100 rankings, the increased use of targeted media has required a different approach to planning and creating work, but the fundamentals are unchanged.
“Creativity is the magical ability to capture and hold somebody’s attention while you give them some information, a demonstration, or an experience that changes the way they feel, the way they think and what they do,” explains Andrew Robertson – President & CEO, BBDO Worldwide.
That may well mean creating more content in various forms that can be pitched to smaller audiences on different platforms. That becomes increasingly possible thanks to the volume and quality of data now available.
“Better data means that we’re going to be able to define better briefs for all of the components of what will be increasingly complex messaging architectures,” says Robertson. “And better briefs mean better creative—because creative people always produce better work when they have better briefs.”
One consequence of these developments, Robertson suggests, is that the delivery of more relevant and rewarding advertising will mean consumers are less inclined to avoid it, and that will permit the survival of ad-supported content. “What we can expect is over time to reduce the amount of advertising that people are served but make that advertising much better.”
Creativity: The Constant Point in a Changing World. (2018, May 10). WARC.