|A recent scientific study by the Cognitive Effect Center (CEC)
evidence of the effect of highly creative ads on the human brain.*
I do a lot of playing around here. Sometimes it's to parody Webland and sometimes it's for fun, or simply to keep the wheels turning. Occasionally, though, I'll get real boring and write a bit about the industry. Forgive me, but this is one of those.
These days there is a lot of attention given to technical skills in marketing communications. Web site and app coding. Content development. Computer design programs. Social media maximization. SEO – all crucial elements in making things work. Leaders who market their goods and services to a target audience (TA) often concentrate on the technical at the expense of the creative product by using the folks that perform technical tasks (or PR personnel or themselves) to devise creative direction and strategy. In all fairness, sometimes you do meet someone who builds and also has creative chops but mostly it's like allowing a dentist to remove your appendix. If you're new to the execution of creative, here are a few things to consider that can make the difference between an effort that doesn't get noticed and a mind blowing one:
Boost the probability of capturing attention and blowing a few minds. Invest in unique, compelling creative. It will work hard for you and help maximize your marketing budget.
(The above samples are from my portfolio. There are many better examples of outstanding ad creative from the industry on this link and on other pages on the web. I urge you to explore and learn.)
*Note: The Cognitive Effect Center and the illustrated discovery is entirely fictional and not to be confused with actual science.