I started my expert working life as a junior copywriter at the regional workplace of a multinational advertising agency. It was fantastic fun as well as I learned a whole lot concerning copywriting. Los Angeles Ad Agency , learned, nevertheless, about the ‘dark side’ of advertising agencies … as well as why the pursuit of ‘imagination’ for its own benefit generally results in sub-optimal advertising and marketing.
Back then, the commercial Internet was only getting started as well as most advertising agencies focused on creating advertising for the print as well as program media. Some dabbled in ‘interactive advertising and marketing’ as well as website layout, but for the most part, these growing tasks were entrusted to upstart web design shops.
Nowadays, the big agency networks have either incorporated, or very own different, website design firms as well as online advertising is either supplied by or through the significant advertising agency brands. In any case, online marketing has actually risen to a much greater standing by those in the advertising world, and firms are paying progressively more focus to the Internet as a tool that is just expanding in relevance.
All well and also good, however there’s a dark side to the traditional advertising agencies accepting online marketing. Which’s bringing their obsession with ‘imagination’ to the web.
Currently, don’t obtain me wrong, I value and admire creativity. What I saw when I was a jr copywriter, as well as later as an advertising and marketing supervisor for a huge consumer items company, were advertisement firms valuing creative thinking for the purpose of creativity, rather than to aid construct their customer’s brand name or market items.
That is not to claim that all online advertising agency worth creativity over effectiveness (rather than pertaining to imagination as a means of being effective!) It’s something to bear in mind when, for example, considering whether or not to work with such a company.
Tell-tale indications of an agency that is preoccupied with imagination are a focus on winning honors as well as a lack of knowledge of, or lack of confidence in the direction of screening as well as metrics.
Place it by doing this: if the people wishing to deal with your Internet advertising account – including the copywriter, art supervisor and also most definitely, the account manager – provide you an empty gaze when you inquire about their company’s testing method, they are probably not the agency for you!
It’s easy to understand for some clients to desire even more ‘brand name structure’ orientated agencies, and others to want even more ‘direct response’ related agencies. Different customers will certainly want different type of online ad campaign.
The nature of the Internet is such that several (if not all) reactions to any type of kind of advertising execution can be measured. So whether you’re running a direct response promotion in order to generate click-throughs as well as sales … or more of a brand oriented ad gauged targeted at producing ad interactions … there’s truly no justification not to determine the efficiency of a given marketing effort.
All of which means there’s no area for online advertising agencies that aren’t curious about screening or metrics. Such firms are operating the dark side of business as well as, unless you’re eager to pay for imagination over effectiveness, not the sort of marketing firm you wish to be working with …