What is your main learning from previous experiences in ad industry on how to select which idea is the best and should be executed?
Asked by Ronaldas Buožis
Thank you for reaching out. The first criteria would be what is the problem you're trying to solve. Is it creating awareness for a new product that nobody knows of? Is it increasing sales? First, identify what is the objective / problem. Then evaluate all ideas you think of if its addressing the problem. Some ideas may be nice to do but it doesn't address the problem so put them aside.
A good idea is often single minded based on insights and understanding you have of your business and who you are targeting. Why would this appeal to them? What would make them listen to you. One thought that you want people to focus on that is the core of your business. The creative execution would be based on that single minded thought
Also look at who your target audience is. Would this idea appeal to them? Would they respond in the manner you want them to? Where would you reach out to them? If your audience is someone who is in their 50s, why would you do a tiktok campaign? You would reach out to them on FB instead.
Time and cost is of course another factor. Can your idea be executed within the timeframe you're looking at and within the budget you have? Any regulatory issues / permissions required? That will delay the launch date.
Hope this helps :)
Why did I join the Advertising industry?
Hmm, to most people when you mention the word "Advertising", you get two types of response. The older generation, such as your parents, your uncles and aunties would go "Oh, Advertising. What do you do actually?" They would rather you become a doctor, lawyer or engineer. Then there's the other group of people who go "Wow, that's so cool! You get to create cool advertisements. It must be fun!"
I was a part of the second group of people, in terms of my expectations when I was new to the industry. Only to realise, its not a business of creating something cool cause we can but its a business of solving problems. Solving real business problems. And majority of the times, problems my clients face does not require a cool ad as they are not mainly launching a new product like a new beer flavour / the new iPhone100 but rather how can we encourage parents to vaccinate their children against influenza.
I personally enjoy working on brands most people see as "boring" such as pharmaceutical and healthcare and banking because these guys sell you a service and knowledge of their products that actually benefit you and your loved ones but you would prefer not to hear from them unless and until you need them.
And that's the beauty of advertising to me. Making you see that some brands have a valuable POV that needs to reach its intended audience and I can help make their brand matter.