Importance Of Creative-Driven Agencies

Moving up in Advertising might suggest that I have a perspective more on how agency operate, their business strategy, and how to drive both existing and potential clients.

Which is true. I have seen the messy side of the industry but at the core of the great agencies has been all about creativity.

Creativity doesn’t mean just going against what clients what because they ‘aren’t creative’ but its about solving complex business issues without pandering to their initial needs but showing them how an idea can take their brand or product to a space they didn’t think of that will inspire growth.

Here are a couple reasons why I think, the higher you go, the more creative you need to be.

1. Creativity Drives Allure & Distinction
Making the budget work is the easy bit. All it takes is changing some excel formula or moving resources around. Its back & white. However establishing a creative powerhouse is the exact opposite, it is intangible and ethereal but just as importance as the budget. Agencies that enshrine this in their higher-up meetings are, more often than not, agencies that clients are attracted to.

2. Creativity Attracts & Keeps Talent
Agencies that showcase the adherence to the creative discipline attracts the best talent, far and wide as well as across production, editing, and even tech. This might be championed through great talent branding, award wins, and agency branding.

3. Creativity Broadens Clientele
As a client, many things are a no go. Wrong work. Expensive costing. Unimpressive talent.
But also pandering work. Work that they already know. Developing impactful work will attract client from across different industries seeking that creativity within their brand. Not a tangible output such as a TVC or Content but an intangible component that benefits all asepcts.