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In a 2,000 word feature in Campaign, DLKW's Charlie Snow reveals the findings of the latest IPA research among clients and agencies. He asserts that, for the vast majority of clients, overall business results remain the only real arbiter of the effectiveness of creative campaigns, that medium-to-long term payback is irrelevant without short-term success, and what clients want from agencies is ‘purposeful creativity’.
The IPA research was undertaken on behalf of the Value of Advertising Group by Wheelbarrow under the direction of Gurdeep Puri, formerly of Leo Burnett and now co-founder of The Effectiveness Partnership. Its purpose is to provide agencies delivering creativity (in its broadest sense) with a clearer understanding of what client finance and marketing directors require from an effectiveness culture. Fifty-five clients and 24 agencies were interviewed during 2007 as part of the study.
The interviews confirm the continuing pressure on clients to achieve results in the short-term which can vary from the next quarter to year-on-year. The focus is on cash-flow and managing risk. Marketing is one of many investment choices. Clients look for brand cut-through and take-out from their marketing communications. Clients want agencies to pay more attention to their business imperatives.
“Clients are saying they want creativity from their agencies – it is what they value most of all… They want creativity in all its forms – ads, content, events, experiences, conceptual ideas but they want it to have a purpose, a clear recognition and understanding of the wider business impact… and for agencies to have a point of view as to how much should be spent on the idea i.e. adopting the mindset of an investor”, writes Snow.
The article outlines some of the ways in agencies can put ‘purposeful creativity’ into practice which include agency models, purpose, measurement and remuneration. These will be expanded upon for a more comprehensive Best Practice Guide that will be published by the IPA in the coming weeks.
Charlie Snow is Head of Planning at DLKW. He is also a member of the IPA Value of Advertising Group. The article’s other contributors are: Neil Dawson, co-Founder of Hurrell Moseley Dawson and Grimmer, and Simeon Duckworth, Future’s Director at MindShare.
Got a view? Email tessa@ipa.co.uk
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