One of the best aspects of attending industry events is the opportunity to exchange points of view with other participants. This was brought home during the last panel I watched at SIME, where some of us in the audience didn’t necessarily agree with the panelists in one small point.
Don’t get me wrong: great creative is fundamental to a well-run campaign. However, as a former sales guy I’m a little tired of the intense focus we have as marketeers on the creative and winning awards. Cannes Lions are a beautiful thing and definitely don’t do you any harm as a brand or an agency, but when evaluating a marketing activity I’m more interested in understanding four aspects:
- Will the activity live after the first or second push (is it built to live, or built to die?), or are we just thinking about separate, ephemeral campaigns?
- Are we measuring impact, and what were the results? Are we focused enough on ROI instead of bells and whistles?
- Are we prepared to engage with our audiences once they come across this?
- How is this communication adding value to our audience? Why should they care other than because it’s really cool?
As mentioned, I was not the only attendee thinking about these topics after hearing the panel, and we had an interesting chat later on. Funnily enough I found a very relevant presentation of his on this topic below: