It is necessary to focus on the customer and bring her into the creative, innovative and courageous search for powerful emotional connections between the consumer and her brand. The paths taken are shared and therefore not differentiating.
The more clients are convinced of the need to separate us from the safe path, the more they can discover the returns of engagement and closeness with her, today’s shopper-in-chief. The more clients and advertisers endorse the creative, the more we contribute to the environment for a creative Costa Rica.
It is necessary to focus on the client and attract them to our creative search, inviting them to dare for an advertising that seduces and connects, instead of one that informs and hammers. Interruption has gone out of fashion and for this reason, advertising must also entertain, amuse, surprise, as does the included Skitles commercial by TBWA Chiat Day.
For this reason, it is important to know more about the cases of Procter & Gamble, Unilever and Honda, for example, who invest heavily in creativity, attend festivals around the world and do not hide a resource to seek differentiation in the creative personality of their brands. It has been proven that the closer you feel to a brand, the more likely you are to buy it at the moment of truth.
It is necessary to focus on the client and for this reason, the day to day of our work has to improve. The everyday represents the platform from which we must launch our winning ideas, and for this reason, the higher the daily level, the further the daring proposals will go.
Nothing is comparable to the winning creativity that is born in the day to day, and no prize will be more satisfying than the one that is won with what is generated in the work compensated by the client, approved by the client, planned by the client and with results for the client.
It is necessary to focus on the client to win more, understanding that we cannot do it alone, and that talent, technology and tolerance will be as necessary as the client in every step of our winning creative developments, because we owe ourselves to their brands and their results.