It’s here: the long awaited sequel. Scavengers: End Scam
The creative process can take many forms. Last May, we dropped the gauntlet at some of the characters that exist on our own industry. We timed it to coincide with the theatrical release of a certain Marvel Studios movie.
This year, we’ve assembled a new rogues gallery of rascals. In the contest for better content, decisions on who to partner with are more important than ever. Make sure your creative team has the right superpowers for the job!
These impeccably styled, over-composed social butterflies leverage their gorgeous instagram grid to advertisers. Who wouldn’t want to be a part of that perfection? Many brands allocate a portion of their media spend to bring social media accounts into the fold, hoping for an outside endorsement.
‘Number of followers’ is often the justification for investing in, what amounts to, a shout-out. But, how many of a given Influencer’s followers are purchased? Lists of bots or phantom accounts can magnify the appearance of influence, and offer no real benefit (bots don’t make purchases).
The Influencer’s nemesis is a solid digital marketing plan. One that reports back with analytics, click-through rates, AB testing results and geofencing. Trackable data offers more than a brush with Instagreatness.
The story is never more important than the audience. It could be argued that without an audience, any story is pointless. The Storyteller isn’t really interested in his public, though. Just look at this masterpiece. Seriously. Watch until the end. No, the whole thing. Yep. All 23 minutes. Totally worth it.
How to put an end to The Storyteller: Have an editor cut the footage.
Longing for their halcyon days at Urban Agency X, the Elder Creative recalls, fondly, the accounts of old. While they can’t wrap their minds around programmatic digital ads on Pandora, they can remember conference shenanigans expensed to the client, the dot-com market correction of 1998, belt loop pagers, rosette patterns and QuarkXpress quick-key combos that “were really badass.”
Elder Creatives have incredible experience and insight to share, but it’s important to avoid ruts, and remain open to new concepts in communication.
Fees, costs, add-ons, scope creep. These are the budget-bursting tools of Nurse Ratchet. Her brandside manor is compassionate, and her care-taking stewardship of projects might even be genuine. Perhaps that’s why all of the extras begin to add up.
On the agency side, estimating what a job will cost to create can be a challenge. Too little and profit margins are thin, too expensive and the work will remain unsecured. Nurse Ratchet plays three-card-monty with a marketing plan, swapping items, switching figures and dodging calls from accounts payable.
The prescription for cost-fixing is a solid contract. This keeps all parties on the same page, even if the agreement needs to be revised, or deliverables changed.
After 16 years in business, one thing is certain: nobody cares what you think. We are, in fact, not interested in your origin story, thoughts on current events, or favorite color. Business people care about their own situation, and are in search of a guarantee that will improve that situation.
King Opinion has something to add, though. Always a thought to share. More hot air. Ideas to spare.
Any professional worth their salt will trade in facts, not opinions. Costs, results, quarterly goals, year-end comparisons. You know: proof.
“My nephew went to art school, and he said that these colors are all wrong.”
Nothing makes a project go sideways like a Fine Artist with a point of view. Chin firmly grasped between thumb and forefinger, the Artistic Nephew paints a tapestry of inexperienced criticism, suggesting that the font might be “a little too Art Deco” and that he’s sketched-up something that will work better.
Good intentions don’t always translate to good business. Nepotism can be a minefield of emotion, and sometimes a vendor/client relationship is more productive.