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MARKETING & PUBLIC RELATIONS... MARKETING & RELATIONS...

7 Must Do’s

to Get Breakout Creative from Your Ad Agency

Kudos! You’re the client and you’ve hired an agency with visionary everything down to a “single-minded proposition” or “key message”. It
leadership, rock star creative, and strategic brilliance. You’re confi- helps focus the team and the development of ideas and it serves as a
dent in your choice, full of hope, and eager to see new creative ideas guidepost that keeps everyone on track. Without one, you risk commu-
that will light your world on fire … in a good way. Or, you’ve been nicating a wrong, meaningless, or unfocused message while wasting valu-
working with your agency for a while and the creative isn’t fresh like able time and money.
it used to be. You’re frustrated, you want things to work out but you
wonder if it’s time to make a change. What you might not realize is 4. Be Objective
that your ability to communicate, motivate, and inspire plays a cru- This is tough for everyone. We all have our personal likes and dislikes,
cial role in the outcome. especially when it comes to color and design. I know there are certain
Here are 5 must do’s to get breakout creative: color palettes that just don’t appeal to me, so before I react and make
a judgment, I have to remind myself that I’m not the audience, client,
1. Share Insights and Information or designer. Of course, you have to love the work but when it comes
While your team should know what questions to ask and how to to personal taste, take a pause. Ask yourself if it’s in alignment with the
synthesize valuable business, industry, and customer insights, only voice, look, and feel of your brand, if it delivers your key message in a
you have access to your company’s existing research and competitive BY ADRIENNE PARKER way that will stand out and grab attention, if it will make your target
data, strategy documents, and sales metrics. As an insider, you have audience think and feel something powerful, and if it’s unique and
an intimate understanding of your services, products, and customer impactful enough to be remembered.
mindset. Sharing these knowledge assets will help the team understand your business
and develop well-informed strategies, recommendations, and creative. 5. Show Your Appreciation Through Words, Action, and Respect
Agency creatives are passionate about their work and the act of creating. One of the
2. Give Your Agency Access to Stakeholders most powerful things you can do to motivate, excite, and engage your agency is to
Treasures that deepen insight and spark creative ideas are often discovered when your show your appreciation through words, action, and respect. Return phone calls and
agency hears from key stakeholders. Surprising ideas emerge when your CEO shares his emails promptly. Do what you say you’re going to do. And keep the agency informed.
or her perspective, salespeople discuss their customers and sales challenges, doctors, Follow the golden rule and your agency will not only love you for it, they will work
nurses, and scientists talk about their work and passions, and when customers describe harder on your behalf.
their experience with your brand. As an added benefit, your stakeholders will buy in I’ve been honored to work with many smart, respectful, and appreciative clients
more fully and feel more valued and heard. And, along the way, you might even identify who have had a positive effect on my life and my work. If you choose to do the same
a new opportunity to improve your process, product, or service. for your agency, I promise it will come back to you tenfold. Your agency is your part-
ner and its success is your success.
3. Review and Agree on the Creative Brief
After your agency has gathered all the juicy tidbits and developed an overall strategy Adrienne Parker is Principal and Head of Strategy and Creative at Parker Avenue,
and BEFORE the creative work begins, discuss and agree upon a creative brief - the most a full-service advertising agency in South Florida specializing in healthcare marketing.
important strategy document for the creative process. This one-page document boils She can be reached at adrienne@parkeravenueadvertising.com.

12 December 2018 southfloridahospitalnews.com South Florida Hospital News