Wednesday, November 23, 2005

Fun, fortitude and print (Pam)

Not a good day yesterday.

Remember how I raved about the copy tweak on the print ads that had saved the day? Well, I showed the ads around my office yesterday. 11 out of 12 people don’t understand them.

Interestingly, the creative guys took the ads around FCB and found that everyone they showed totally “got” the ads.

Just goes to show you that focus groups, formal or informal, are useless for creative evaluation.

Regardless, when a dude with a Phd from Oxford can’t tell me what an ad is trying to say, something’s not working.

We’re missing the right connection between the visual and the call-to-action. Essentially, people are coming away from the ads asking, “Why are you showing me this particular picture?”

Here’s our problem. Photography is done – about $50K or so worth that we got for practically nothing. (The pictures are works of art in their own right. A visual feast. Love them, love them, love them.)

Deadline for creative is tomorrow in order to make the February magazines. This media is essentially free. It’s not an option to miss this deadline.

Creative is such a fickle thing. Its iterative nature means precisely that we’ll have these crisis moments. It’s takes the crisis to make the work better sometimes. It’s painful and frustrating and so tense. But it is necessary.

Too bad there’s no such thing as an epidural for creative development. In the meantime, you have to keep the team together and motivated. And, most importantly, having fun where you can find it.

Fortitude. That’s what’s required.

Creative guys are on it. They’ll crack it.


Blogger LMatecha said...

I totally agreee that the copy and the art have to work together to communicate a clear message - especially if there is a call-to-action involved. Enjoyed your thoughts!

5:14 PM  
Blogger Pam Davis and Bill Baker said...

Thanks, Lionel. I think we've got it cracked now.

8:02 PM  

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