I 100% appreciate excellent design work. I have an eye for knowing what looks good, and I understand what needs to be communicated in a piece of design work. This is how I know great design isn’t just about the way something looks, but the way the information needs to reach the relevant consumer and how the message is organised and presented.
Having been in the industry for over 20 years in multiple agencies across three countries, I can truly say I’ve seen the good, the bad and the ugly. If you are thinking of an agency career there are a few things you should know.
As a strategist, I believe the underlying component of success to any campaign, brand, digital communication or marketing idea is planning – yes, the dirty word from a creative designer’s perspective. Working in an agency environment, I choose not to raise the white flag and surrender to the dark side!
This type of marketing is an area that is exploding with so many new, innovative and creative ways for organisations to target the public with their message.
Some years ago I wrote a paper entitled, ‘The Culture’s not just in the Yoghurt’ in which I attempted to explain to agencies the missing ingredient in campaigning. What I wrote was decried as utter nonsense and it was dismissed as “Voodoo” by one agency MD.
In marketing and advertising terms, a campaign is a war much the same as any fought between opposing armies, from ancient Romans building their empire to the present conflicts around the globe (thankfully without the death and destruction though).
What I find most exciting about physical marketing material these days is that it’s a space that isn’t as flooded any more. As such, you can actually create great amounts of impact if you’re prepared to ‘go the distance’ and be adventurous.