In advertising, if you don’t take risks, then how can you be innovative? A client of ours took a very big risk with their advertising campaign earlier this year. Rather than pull it when it didn’t appear to live up to its promise, they let it ride. After all, advertising is all about impressions and sometimes it takes a little time before you see real results.
Since we are the direct marketing agency for said client, our work is more disciplined. We’re still very innovative, both in our creative and in our strategic approach. And they still like to try new things. But, big risks? Not so much. Once we know what works, our creative changes are usually incremental, rather than revolutionary – with a limited amount of testing in the out-of-the-box zone.
I don’t mind. Our work is focused on delivering very specific metrics and we get to try lots of new stuff in order to move the sales needle. Believe me, we’re not bored.
It was a sage reminder that in business decisions, you’re going to kiss a few frogs. Bravo to the risk takers in the creative world.Alas, now it’s time to plan for next year and the client decided to change their entire advertising campaign and chalk this year’s campaign non-success up to a faulty creative strategy. Without taking risks, they wouldn’t be able to continually move the ball forward.