Ashgrove Marketing’s Terry van Rhyn explains the art – and the hard work – needed to develop standout campaigns and brand messaging

Picture this: you’re flipping through a magazine or scrolling through a social channel, and suddenly, a vibrant and captivating ad catches your eye. You find yourself lingering for just a second longer, captured by its creativity and/or message, and before you know it, you’re hooked! That, my friends, is the power of creativity in advertising – the magical spark that turns ordinary brands into extraordinary powerhouses.

In the fast-paced world of marketing, creativity is the wizardry that sets some brands apart from their competitors. It’s what makes them stand out from the busy wall of noise and forge valuable relationships with their consumers. So, let’s dive deeper into the mystical process of creative concept development and how the harmony between copywriting and design works its magic to craft cutting-edge brand advertising campaigns.

The Alchemy of Creative Concept Development

Creative concept development is the sacred ritual where the seeds of extraordinary campaigns are sown. It’s the phase where free thinkers gather, brainstorm and go down rabbit holes to explore ideas that will capture the imagination and make a lasting impression in the minds and hearts of the target audience.

During this discovery process, us advertising sorcerers dive into the soul of the brand and its consumers. We will immerse ourselves in its values, mission, and essence, and with a few good doses of imagination and pushing of boundaries, we transform these insights into a compelling brand concept. This concept serves as the blueprint guiding all creative efforts, ensuring they align with the brand’s identity and also the core business objectives.

The Dance of Copywriting and Design

In the world of advertising, copywriting and design are, and must always be, inseparable as creative partners. The magic they weave is what captivates audiences. The words penned by copywriters breathe life into the brand’s story, infusing it with emotion, humour, and charm. These words serve as the magical incantation that evokes emotion and sparks connections.

As the words charm the audience, the design swoops in to captivate them further. Visual elements, colours, and imagery weave together to create a feast for the eyes, leaving an everlasting impression on the mind and heart. The integration of copywriting and design is what brings the concept to life, elevating it from a mere idea to a spellbinding reality.

Illuminating Strategy and Brand Positioning

While creativity inspires advertising campaigns, it must always be in harmony with – and be answerable to – the strategic marketing and business objectives. Think of it as the magical ingredient that aligns the creative positioning with the brand’s goals and identity. A brilliant creative concept might be captivating, but if it veers away from the brand’s core values and positioning, it loses its potency and purpose.

This starts with market intelligence gathering to form a deep understanding of the tribe(s) being addressed and also the competitive environment the brand/service/product is operating in. By ensuring that the creative concept reflects the brand’s strategic objectives, agencies can unleash campaigns that are not only captivating but meaningful. I’ve always believed that marketing has a sales support function, and it is our job to provide the appropriate tools for them to be successful.

When creativity and strategy unite, they generate an irresistible force that launches power brands into the stratosphere of success. Just take a look at some iconic campaigns like Apple’s “Get a Mac” with its witty charm or the quirky “Old Spice Guy” that redefined masculinity. They all seamlessly blended creativity with strategic brand messaging.

So, my fellow believers in the dark arts of advertising, let us celebrate the importance of creativity in crafting exceptional brands with clear and memorable messages. Let’s embrace this intriguing world of the creative concept development process and let’s always remember to let our creative magic be a reflection of the strategic marketing and brand positioning.

In the end, our job is playing matchmaker between a product or service and its audience.