When I first got into advertising I thought my job was to be “wacky” and “creative.” And why not? In too many agencies, those who come up with obvious ideas usually get a suspicious look. Peers snicker, “As if no one’s ever thought of that. H A C K ! ” Today I know better. As Julian Koenig once put it, “Our job is to reveal how good the product is. Not how good we are.”
DON’T BE AFRAID OF THE OBVIOUS!
Guest Blogger: Joseph Katz, President, Katz Special Agency
The advertiser wants results. And the function of an ad agency is not to show how clever it is but to make advertising pay.
Don’t be afraid of an idea b/c it’s not new or clever. Get at the basic story of a product—and tell it sincerely. And convincingly.
A selling idea that has wide appeal is usually obvious. So-called “clever” ideas are often nothing more than brainstorms of theory that frequently go to pieces when they strike the rock of practical experience.
Look at the advertisers who are successful for a long time and you’ll see their selling appeals are simple and founded on sound basic ideas.
If you’ve got one, hang on to it.
Don’t be bamboozled by an idea that has nothing to recommend it except being clever.
TRUE STORY: THE CLIENT HAD A NEW LINE OF DRUM TRIPODS.
They requested (1) a full page ad with (2) their catalog-style photograph plus (3) a product benefit headline.
The Agency wrote the product benefit headline.
But recommended new photography and a different ad unit – instead of a full page, buy two half pages side by side.
Client agreed.
The ad sold a lot of product. It also picked up some creative awards.
Lesson learned?
Working together, Client and Agency did what neither could do alone.
Photo by Dave Jordano