There are few professions where all possible candidates are asked to do the work first, allowing the buyer to choose which one to compensate for their efforts. Just consider the response if you asked a dozen lawyers to write a brief for you before choosing which one to pay. Speculative creative work (provided without contract …
Campaign for better advertising
So you’ve a catchy headline. A look-at-me image. And a big logo. Your ad’s all set to bring in the customers, right? Er, no. Great creative isn’t about a set formula. And what works for other brands won’t necessarily work for yours. So, it begs the question: is your creative working? Could it work harder? …
Pass the blue sushi
No doubt you’ve put much thought into your corporate colours. Or have you? If you’re red, you could be making customers hungry. Which is great if you’re a burger chain. But not if you’re a bank. It’s well documented that colour affects mood and our response to seeing it. Apply this wisdom to brands, and …
Lifting your bottom line
How do you tell customers when your business is heading south? In the case of Diva hairdresser’s, you promote it – with a series of cheeky postcards. Known for their head-turning hairstyles, Diva’s new in-salon beauty offering meant clients could now be pampered from head to toe, all in the one place. And Imagine Creative …
Is your brand a turkey?
Ah, turkey. Delicious on a festive table, and the star of Thanksgiving. But what would it say as the representative of your brand? While nations often adopt animals as symbols – China has its dragon; Russia the bear – this ridiculed bird was once touted as the ideal national emblem of America. Despite the bald …
How flat is your DM?
Flat DM is leaving recipients a little, well, deflated. Assuming they open their mail at all. With direct marketing growing at a rate of 17% a year* – perhaps faster in 2009 as companies look to more targeted, measurable ways to reach their markets – how will your envelope stand out? Given that half the …
To market, to market?
I know what you’re thinking; times are tough, we’re just coming out of a recession and my budget’s been cut. How am I going to reach the same targets with less to spend? It’s a known fact that companies who continue to advertise during an economic crisis, when competitors are cutting back, can not only …
The top 5 tips for writing an imaginative Creative Brief
Let’s face it, sometimes it feels like you and your Agency come from different planets. What you say isn’t what they hear, and what they present isn’t quite what you had in mind, right? In most cases the planet theory is probably true. We, from Planet Creative, think in visual terms, concepts, pictures, colours and …