The discussion with John highlighted that many in the advertising business feel that social media has killed creativity in advertising, this is due to lack of concepts behind the new idea and the way that advertising has been reduced down to sponsored tweets, Instagram ad and #ad post. This links to the ideas that have current be explored in the essay plan whilst giving more background and a large area that the essay should explore. 'Has social media killed the creativity in advertising?'
We also discussed how it's hard to find data and facts around this area in the book due to the new nature of the subject, therefore most of the needed information for the essay might have to be digitally based but this should focus on reliable sources, AdAge AdWeek, Quora etc to make sure facts are reliable and true. This will probably be an issue throughout the essay and the work for this brief.
More research into this area will need to be conducted as to explore the area in the essay. The idea needs to be backed up, argued against, proven and linked to current areas/campaigns to explore the idea.
john gave a list of useful links related to this issue-
http://www.bandt.com.au/
http://www.thedrum.com/
-''For example, if you look at the UK, digital advertising overtook TV advertising spend as far back as 2009.'
-'First of all, the growth of social media has lowered the bar to allow anyone to advertise, but it has also seen a decrease in the quality of online ads.'
-'A knock-on effect is that where brands used to engage creative teams at ad agencies to come up with ad concepts, often a social media or PR agency is now briefed to knock up something quick and cheap using nothing more sophisticated than free online tools such as Canva.'
'For example, brands scramble to get ‘something viral’ out around events such as Mother's Day where the only success metric is the popularity of the video, and as people reading this blog will know, a video view for Facebook has been as little as three seconds, which is arguably worthless. As a result, focusing on one-off projects means there’s a lack of an overall creative theme.'
'As a result, my advice for brands and creative agencies is to get a tighter reign on the creative direction of an online ad campaign — to look at overall creative themes that span across different channels.'
Some of the articles are more marketing or just social media based, make sure the information used in the essay is based on advertising and related to the topic/question.
SELF FOUND RESEARCH
SELF FOUND RESEARCH
When the economy takes a nosedive, marketers get nervous. And when sales follow suit, clients stop approving creative ideas and start staring at numbers. No client ever will tell you that the creative way you waded through the fantastically distorted worlds of online branding and social media is wrong. But they can be nothing short of sanctimonious when telling you the numbers don't support the creative…Thing is, you cannot truly quantify creativity. And in ever-increasing fashion, our clients' (and our own) rote dependence on the dusty world of metrics is exactly why creativity is going to hell.
When marketing decisions are based on numbers, we lose completely the desire to "waste" time being creative. What works are creative and strategic communications that seamlessly engage and interact with the target audience. Most important, it's big, new ideas -- not crunched numbers -- that remain in a person's mind long after the initial experience. They are what really make a brand stick with the consumer for current and future recall, and numerous case-studies prove it. http://adage.com/article/guest-columnists/viewpoint-metrics-killing-creativity-advertising/142600/
When marketing decisions are based on numbers, we lose completely the desire to "waste" time being creative. What works are creative and strategic communications that seamlessly engage and interact with the target audience. Most important, it's big, new ideas -- not crunched numbers -- that remain in a person's mind long after the initial experience. They are what really make a brand stick with the consumer for current and future recall, and numerous case-studies prove it. http://adage.com/article/guest-columnists/viewpoint-metrics-killing-creativity-advertising/142600/
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