Corporate Communications: Design Hotshop or Communications Solution Maker

Creativity and design are the means; communicating, creating an impact, building awareness, getting the target audience to act are the ends. In an ideal world. Often, it's not the way David Ogilvy felt: "A good advertisement is one which sells the product without drawing attention to itself."

Shouldn't what a communication say or what it can make the viewer / reader do be more important than how it is said?

So many communications may have failed due to wrong or under- /over-stated creative briefs. So many communications fail because customers set the wrong expectations of the corporate communications teams.

Do you say, "I want a flash presentation" or "how can I make an impact"?
Do you say, "I want a page on the website" or "how do I reach out to a largely online audience?"
Do you say, "I want a great design" or "I want my audience to read my message!"
Do you say, "I want the mailer today" or "How best can we reach the target audience?"

How Many Times

One message 3 times (Naples, Krugman, Achenbaum), using emotions and warmth (Dusenberry), putting believable, known things into new relationships (Burnett) to bring out the benefits / rewards. Combat wear-out by spacing out the exposures over the 4 weeks.

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What creativity is

What creativity is

• An unseen, unfelt force that makes your readers grasp your message at the full-stop.
  
• The source of a déjà vu experience that your audience feels many years after they first saw your work.
• The dash of color that has different meanings to different people.
• Using the available or least resources and tools to create an everlasting impression.
• To be differentiated from innovation.

What creativity is not

• The reason your customers buy your products or services.
• An end in itself, but only a means to an end.