Heraclitus of Ephesus, also known as The Weeping Philosopher, was the Greek man who gave the world the popular phrase ‘There is nothing permanent except change.’ All his teachings heavily focused on one basic concept, which should have garnered the man more applause, seeing as it was coined around 500 BCE.
The significance of his words can be felt even thousands of years later as we step into this newly advanced, digitally driven age amidst a world-wide pandemic that has forced companies to either provide every product and service at the touch of finger, or be thrust out of the incredibly competitive market and left behind.
In such a sensitive and fast paced market, the advertising industry has to adjust itself to its constantly changing consumers and target audience. Besides that, the technological aspect of the industry has progressed so far that that it has become almost impossible for traditional advertising agencies to exist in this new absolutely digitalized industry.
Hence, the emergence of creative agencies is not a surprise but a necessary development in the field that has to change focus in many ways and develop new perspectives for success.
Brand Development
Developing a brand is extremely similar to developing an image or reputation of an individual. And image is formed on the basis of meaningful interactions, smart responses to critical situations and basic attitude towards the world in general. Effectively, a brand is how the customers perceive a company and as a result, decide to stay or move on. This makes Brand Development a crucial part of every creative agency. It is their responsibility to build an organization’s image in the customer’s mind such that they properly resonate with it and wish to remain loyal.
In the current scenario, a customer will prefer to engage with a brand that is informative and helps them quickly solve problems instead of something that is flashy and leaves room for further research and comparison. Hence, developing a successful brand needs proper strategy along with a strong ideal image.
Strategic Engagement
Social media platforms have made it extremely easy for organizations to collect many kinds of varied data, which provides an overwhelming opportunity to advertisers. Recognizing the right target audience for campaigns and products has never been easier. However, this is only possible if we utilize all the available data in an effective manner.
If this data is thoroughly processed and analyzed, it can be used in the designing of incredibly efficient strategies which will not only help to recognize the right audience, but also find ways to connect with them in a manner that promotes long term gains and stability.
The ultimate goal of all kinds of strategies is to increase engagement on platforms frequented by customers. The more people notice and interact positively with a brand, the easier it becomes for companies to convert potential customers to spending customers. And the more a brand’s customer base increases, the easier it is to provide proof of quality services to the next batch of consumers.
Creative Execution
Every campaign comes to a head with the execution of strategies. It is where all the effort, analysis and hard work pay off and the success or failure of a particular plan is decided. The key to success lies in the timely and creative execution of these strategies because in the current scenario, anything less is considered boring, bland or uninspiring.
The actual competition today is for the attention of the present consumer as people lose interest extremely quickly if something isn’t funny, controversial or a vaccine. In such a time, creative agencies need to focus all their efforts into intelligent strategy and out of the box creative execution which does not let people dismiss their content immediately.
With a combination of good brand development, resourceful strategic engagement and clever creative execution, creative agencies are emerging as the next necessary service in the advertising industry.
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