Why Creative Should be One of Your Company's Biggest Concerns
I've worked in marketing and public relations for many years, before I even knew how badly I thrived on the tight deadlines, branding conversations, brainstorming meetings and development of creative campaigns. From getting citizens ready for hurricane season to helping to rebrand public transportation for the Rio Grande Valley, to positioning Young Conservatives (of Texas) in the best light and to marketing San Antonio as a good place to do business, I've worked on many, many different campaigns with many different kinds of bosses and clients. Still, with the tight deadlines I find myself relating more and more to Don Draper's wise words in Mad Men: "Creative. It's the least important, most important thing there is."
I loved the quote so much I asked my husband to translate it into a poster I could put up in my office that explained the concept to anyone who met with me without me having to explain it.
In the midst of the recession, budgets were slashed, tearing through marketing, PR, advertising and creative as if the concepts didn't matter. How could you make up lost sales when you don't market and put your company's brand out there?
In the midst of tight deadlines and vague approvals for deliverables, it boils down to: get the project done on time. Yet, no time is afforded for a creative, innovative approach. What makes your brand stand out? Your creativity. What makes your company's message linger in someone's mind while they are simultaneously watching TV, tweeting about the show during commercial breaks, texting his/her BFF AND carrying on a conversation with the other person in the room? Creative. If you don't have it, your story is completely lost to the short attention spans of consumers.
When you set a project deadline give your team the time to be creative, the freedom to be creative and if you can, the budget to be creative. Good ideas are formulated by people who challenge the norms and think outside the box. Chances are that's why you hired them to be on your messaging team.