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Subject: Re: UKNM: Creativity
From: Felix Velarde
Date: Tue, 23 Feb 1999 17:05:17 GMT

On 18/2/99 I read:

> There are severe restrictions with banner ads, but I still see
> no reason why you should not be able to create superb, stunning images
> with the space available. I just think we have been asking the wrong
> people to do it (the briefing, etc., not the designing) and not letting
> the real creative brains have a go

Hi Ray

I agree. The problem, however, as I see it is that those who are
creative will charge too much - I know that's been the case when
we've offered to do ads for people like yourself. Our creative team
gets charged out by the day, and there's no definable limit to how
much time it will take for a good ad to be written, art directed and

A few years ago we did some banners for Snickers. It took the
creative team at the client's ad agency nine days to come up with
copy for six ads based on pages we'd written and designed for the web
site. It then took us around a week to design, produce and get the
ads approved. (You can see them if you're interested at
http://www.head-case.com/banners/). They were bloody expensive. But
they got a click-through rate of (ave) 4.6%.

Unfortunately creativity isn't easily packaged and priced. We charge
by the day on banners, and we'd make a guesstimate about a cost, but
you've got to remember factors over and above just the creation and
production - factors like the time taken to understand what the
client is selling or offering, and time to understand the creative
requirements and limitations imposed by the site you are hoping to
click through to.

We'd be happy to enter any awards you might care to launch - but in
reality until clients are generally prepared to accept that
creativity in itself can breed success, and that creativity is in
itself a commodity, I don't think that we'll see much going on that's
interesting in the ad banner world.

Best wishes

Felix Velarde
Managing Director Head New Media
[ success is about interaction ]
[ voice + 44 (0) 171 737 7579 ]
[ http://www.head-newmedia.com ]
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  Re: UKNM: Creativity, Tim Hayward
  RE: UKNM: Creativity, Elizabeth Van Couvering

  UKNM: Creativity, Ray Taylor

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