With software and apps providing creativity tools available to everyone, is the creative concept for a campaign the last frontier?Digital and video cameras, publishing apps and a whole host of productivity tools give affordable access to pretty much anyone to create their own web sites, sales brochures, videos, advertisements - in fact most marketing communication collateral. And yet even if well executed, which many are not, to stand out and succeed need that extra spark of creativity. The creative concept.
Because we are exposed to messages everywhere we look - television, radio, newspapers, billboards, transport and on our mobile devices - we become oblivious to them. Many free apps can be upgraded to have an advertisement free version, plus usually additional features. But those I use occasionally I can live with the ads. In fact after a while I don't notice them, or more worryingly for the advertiser, even recall what they are for. And that is the problem. How to create a message that is noticed and recalled.
This is where the creative concept makes the difference, encapsulating the core proposition into a distinctive idea that stands out and is memorable.
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