Welcome to the Book Series

In this series, we delve into the concepts and ideas from thought leaders in the marketing industry. There is a myriad of resources that digital and traditional marketers consider bible-like for their timeless wisdom and tested theories that have resulted in some of the best marketing initiatives worldwide.

This week, we are introducing ‘The Advertising Concept Book: A complete guide to creative ideas, strategies and campaigns’ by Pete Barry, an in-depth resource packed full of sound advice for creatives. We hope to present you with some of Barry’s great ideas and examine them further to see how they apply to our own agency. We hope you enjoy it.

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A great deal of effective marketing is informed by the evolving behaviours of their audiences.

It can be challenging to keep up with the latest digital trends that directly impact or sway your marketing initiatives. We took a closer look at the facts and figures to provide you a comprehensive list of statistics and trends to consider when penning your next marketing strategy. If you’re planning a fresh marketing strategy for 2018, keep these in mind as you move forward into the new year.

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We’re all obsessed with new data and the latest changes to Adwords or Facebook’s algorithms, but lest we forget to pay homage to our roots. I’m speaking,of course, about the Creative Brief. There are those who hate it and those who love it. Regardless of the side of the fence you’re on, the brief is a necessary practice.

I have yet to see anything impact the success of a campaign more than a great creative brief. Personally, I love a good brief; but I rarely seem to be able to give the brief the time it deserves.

A great creative brief takes time. And it doesn’t need to follow the same format each time. I’d encourage others to treat their creative brief approach similarly to the pitch process. However, instead of pitching to the client, you’re pitching to the creative team.

The goal is to excite and inspire the team to draw up new solutions to solve a very specific problem.

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Let’s talk about your key message. First things first, here’s a question for you:

Does your organization have a key message?

1. Yeah, of course
2. I think so
3. I’m not sure
4. Nope
5. What is a key message?

If you happened to answer, b,c,d,or e – hunni, we need to talk. If there is one thing that should be crystal clear in any of your marketing and outward facing communications, it’s your key message.

Without one? *Gasp* We dread to think about the potential outcomes.

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Marketing ain’t easy, guys. However, many people still have this strange idea that marketing is relatively straightforward and they don’t fully grasp why it gets to be so expensive. It only takes a simple Google search to see a zillion “How to XX in XX Easy Steps”. But don’t let Google and easy how-to’s fool you.

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Marketing, in and of itself, is an enigma. Some of the world’s largest brands can equate at least some of their success to marketing and the strategy associated with it. With that kind of influence, it’s no wonder so many businesses – large and small – are trying to crack the code of what strategies will garner them epic success.

And while we spend a great deal of time spreading our personal belief in the power of ‘marketing strategy’, the term does come along with its fair share of misconceptions. Before you jump head first into developing your marketing strategy, we’ll break down some of the common myths.

Don’t learn the hard way – that’s what we’re here for. We’re cool like that.

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Influencer Marketing is widely considered ‘the next big thing’ in the marketing game. Audiences have moved from their couches to their smartphones as the omnipotent power of social media has taken hold. With this huge shift already cemented in place, marketers have been rushing to rethink the way they advertise, and how to leverage social platforms.

Social media has changed marketing in a multitude of ways. It’s become the go-to source for news, connection, socializing, and consumption. Further still, social media has allowed individuals to turn away from traditional advertising and the messaging of brands and businesses. In fact, the Internet has widely created opportunities for people to tune out advertising and marketing altogether (see: Adblockers). Now, the power has been placed in the hands of just (somewhat) regular people who’ve built a loyal following.

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