Carte blanche

ArabAd - - CONTENTS - Sarah Mes­tar­ihi As­so­ciate Cre­ative Di­rec­tor GREY Doha

Win­ning cam­paigns through open cul­ture

In to­day’s world of ad­ver­tis­ing, cul­ture is key. A quick look around us and it be­comes clear how ad­ver­tis­ing has be­come or­nately in­ter­linked with mass me­dia, so­cial trends and our day-to-day lives.

This presents us with a crit­i­cal ques­tion that needs to be an­swered: how do we make sure that our work as ad­ver­tis­ers is al­ways rel­e­vant and leaves an im­pact on our au­di­ence?

We be­lieve that one of the ways we can stay on top of our craft is by be­ing con­stantly aware of pop cul­ture, cre­ative cul­ture, and the open cul­ture.

When it comes to shap­ing our daily de­ci­sions and be­hav­iors, it is quite ev­i­dent that we are con­stantly be­ing in­flu­enced by pop cul­ture, there­fore us­ing the right cul­tural cues to de­liver mes­sages within ad­ver­tis­ing is the road to cre­at­ing pow­er­ful and im­pact­ful work.

How­ever, in or­der for an ad­ver­tis­ing mes­sage to be ef­fec­tive and elicit the de­sired re­sponse in the au­di­ence a strong cre­ative cul­ture must be in place across the en­tire agency. The client ser­vic­ing depart­ment, strate­gists and man­ag­ing part­ners all need to be in­volved in this cre­ative cul­ture, as in the end we are all work­ing to­wards a com­mon goal. This is why it is cru­cial to foster the idea of col­lec­tive cre­ative re­spon­si­bil­ity across the en­tire agency.

Nev­er­the­less, find­ing the right peo­ple that have that spark that can ig­nite this cre­ative cul­ture in the agency is not an easy feat, but once you find those key char­ac­ters that chal­lenge ev­ery­day norms and ex­pose you to a dif­fer­ent way of think­ing, then you know you are head­ing in the right di­rec­tion. It is then es­sen­tial to con­tinue in­vest­ing in your peo­ple and to con­stantly chal­lenge them with new ideas, to give their tal­ents the op­por­tu­nity to grow and de­velop, lead­ing to con­tin­u­ous progress and in­no­va­tion across the agency.

In­ter­est­ingly, us­ing ‘pop cul­ture’ cues in your ad­ver­tis­ing and fos­ter­ing col­lec­tive cre­ative re­spon­si­bil­ity in the agency will nat­u­rally make room for the last piece of the puz­zle to fall into place; the open cul­ture.

Adopt­ing an open cul­ture in the of­fice al­lows all the bar­ri­ers to come down and en­ables ev­ery­one at the agency to clearly see the com­mon goal you are work­ing for to­gether. This in turn al­lows for a more hon­est and pas­sion­ate di­a­logue that opens the door to in­spi­ra­tion and mo­ti­va­tion within the agency.

An open cul­ture al­lows you to truly see ev­ery­one around you, to know who they are and the cul­ture they bring with them, and in this melt­ing pot of di­ver­sity lies the per­fect op­por­tu­nity to in­spire one an­other to do great work to­gether.

My per­sonal ex­pe­ri­ence has seen that once the walls are bro­ken down, the qual­ity of work sud­denly im­proves, the think­ing changes and the goals be­come more aligned across the agency. It brings ev­ery­one from dif­fer­ent de­part­ments and walks of life to­gether to work on briefs with a com­mon goal, to just do ef­fec­tive and win­ning cam­paigns, and in the end to just have a lot of fun while do­ing it.

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