It's not straight forward standing out

In a fast-paced market, where consumers are bombarded with countless marketing messages, achieving cut through and results has become the challenge. The noise from competitors is deafening and it’s rarely enough to limit yourself to a few social channels, hoping to strike a chord with your audience when it's so easy to scroll past.

When it comes to a new campaign, it’s easy to place a disproportionate focus on the level of media spend and its impact on relative success when in truth the quality of the creative has never been more important and is increasingly the difference between a campaign that’s merely seen and one that’s remembered and engages. Think of any campaign you can remember and it’s usually down to the strength of the creative.

So…while using in-house resources for the ‘straightforward’ makes complete sense, what about the ‘stand out’?

In my opinion, they’ll always be those larger campaigns or major launches that demand a level of thinking that only a specialist creative agency can bring. It’s an ability to think differently and bring to bear the unparalleled experience of working with a broad range of clients targeting the same or similar audiences.

There’s just a reality that a creative director employed at an agency is usually more experienced and perhaps crucially is working on a wider range of clients and creative challenges so is continually asked to think laterally. It’s recognising that the skill sets of a graphic designer and that of a genuine creative are fundamentally different.

From a financial standpoint, higher-quality creative may come with a larger upfront cost, but the long-term ROI is undeniable. Stronger campaigns lead to better performance metrics - more clicks, more shares, and ultimately, more sales. Put simply, it’s worth investing in.

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