However, the opposite is true. Sure, each of them are mired in the rolls we expect them to hold, but the geniuses in each of those areas are the ones who employ the opposite talent.
The list is the most important part of an advertising campaign. How do we get our message most efficiently in front of the right audience? No matter the media, we can find a lot of data about audience behavior. What they do for a living, how much money they make, their family structure and set of beliefs tell us a lot about the products they are likely to purchase. But everyone knows that. Your competitors know that. To set yourself above the rest, you need someone who can read into all that data, information that isn’t obvious.
For instance, if you are selling carpet cleaning, find pet owners, or homeowners with children. Their dirty carpets need cleaning. But how about identifying drivers of cherry red Ford Mustangs? That color is daring and catches attention when sparkling clean. That group is likely to be particular about their surroundings and fond of cleanliness. You may find a golden audience with that group. Create a message just for them, and you are likely to find success.
So now, you move that assignment to the creative team. Their task is to develop a message that promotes the need of clean carpets to the audience of proud red Mustang owners. It must convey a sales offer, and hold true to the branding requirements of the offeror (let’s hope their corporate colors don’t clash with a red Mustang) and must do so within the physical limits of the media chosen. A 30-second TV spot, print on a 6″ x 11″ postcard, or remain under the seven words readable on billboards of various, unknown placements.
The creative team does what they do under more rules than we know, whereas, the audience identification crew starts with accepted knowledge, and has unlimited imagination available to them to enhance the program’s reach.
If a program is successful, you can probably count on one of those teams being able to use the other side of their brain to lead the success.