Creativity in Digital Advertising

In digital advertising ,both the client and the agency do not give representation to the creative people. The big consulting firms have technology, big data and platforms. However, they lack ideas and the creative people. These days media agencies hire techies. Similarly, consulting firms feel they will hire creative people. Media agencies are in competition with the consulting firms. And consulting firms command a premium. Creative excellence is secondary, and first comes the algorithms, the rising costs, the techies creating videos for the price of the pack of salted peanuts. There is focus on mobile screens weaning away the TV audiences. There is perception that you need youngsters to create communication for the millenial. There are AI applications. In all this, creative excellence is put on the backburner. Creative people too will have to adapt to the new environment. They will have to master new skills. They will have to be fast to deliver the ideas. They will have to learn how to create a post that leads to maximum engagement. In digital world, consumer processes brand information in a matter of seconds. Creative people can experiment, as the price of failure is low. Yes creative people can retain their insights and observations and moorings. They can have India-focus. At the same time they will have to blend their traits with the new context of longer formats, GIFs, interactivity and customised copy.

The new creative team will be crusader out to win respect back for advertising . They will have to care genuinely for the client’s business. They will have to establish contact with the CEOs who know where their company is headed. They will have to develop the contacts with the media so as to get the opportunities to contribute to the popular culture. No digital campaign has affected national consciousness.

Today, digital has reduced itself to the deals and discounts. Media companies have to build solutions around client’s business. That is not happening. They have just become agents again, rather than drivers of growth.

Digital business has prolific output. Every minute 46200 posts are uploaded on Instagram. It is rich content. Every minute 4,52,000 tweets are created. Millions of YouTube videos are viewed, and thousands are created every minute. Digital is a black hole, with the ability to hold unlimited amounts of content. Content creation is democratised. Here, you must have a piece of content that stands out in this clutter. It is much more challenging.

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