Re: UKNM: Creativity

[Talbot & Nagel Advertising]

Why aren't there more creative banners? 

Perhaps a more relevant question is why do banners need to be creative?


Communications benefit from 'creativity' when you need to compete for the

attention of your audience, and when your message is of low interest (and

therefore challenge you cerebrally to make the message memorable). 

Creativity has not become a part of the communications industry to

entertain or make messages 'beautiful". I agree "there is no substitute for

a clear understanding of brand and target audience", but what happens in a

market with parity products? Suddenly you must be distinctive - often on a

low budget. 


Just because too many communications folk, client and agency side, invest

too little in understanding their brand and and understanding their target

audience - do not underestimate the power of creativity. Tango will

understand that from their traditional media campaign. 


So, there is also no susbstitute for creativity. So why aren't there more

creative banners?


I think a previous contribution was closer to the mark. Money. But, I'll

stick my neck out here, and suggest it is not the money needed to pay art

directors and copywriters, it is the cost of the media. If every banner

cost 30 grand, (a cheap 30" TV spot), do you think the client would design

the banner themselves? If they did, they'd be risking their brand, and also

their job. When you've a big budget you go to the professionals not simply

because they'll do the best job for your brand, but also because it's safe.


Banners are, I'm afraid, the equivalent to flyers. Cheap, minor support

media in the eyes of the average business. That's why most are designed by

clients, and programmed by the HTML shop on the corner. 


If and when the internet grows up and becomes competitive, popular, and

therefore expensive, we'll see more creativity. Maybe. 


Kyle Talbot (yep, a creative)


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>

Van: Tim Hayward <timhhhcl [dot] com>

>

Aan: uk-netmarketingchinwag [dot] com

> Onderwerp: Re: UKNM: Creativity

> Datum: woensdag 24 februari 1999 16:21

> 

> 

> We use this case study to explain why there is no point in applying the

> regular criteria of 'Creative' to banner space and why there is

> absolutely no substitute for a clear understanding of brand and target

> audience.

> 

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