VIEW on Creative
Sometimes the most “interesting” creative efforts are so cluttered, text-heavy, or nerve-wracking that the message is diluted and target observers are too distracted to react. That’s too bad, because in order to be “great,” creative efforts must be so powerful and persuasive that they demand a reaction — a powerful impulse to buy, a desire to gain more insight into the product or the message itself, or the decision to follow up via phone or e-mail.
Great creative must connect with the target audience and make consumers care about the brand and be compelling enough to elicit a response.
It might be an insight that hasn’t ever been considered, a visual that evokes a sudden epiphany, or a message that catches the reader by surprise, leaving him or her emotionally charged.
Getting the Best Creative From Your Agency
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Expert on this topic
Steve Frederick, Executive VP, Creative Director, FlashPoint Medica. Flashpoint Medica is a full-service professional healthcare advertising agency within the Omnicom Diversified Agency Services network. For more information, visit flashpointmedica.com