The Bleeding Edge - what kind of bang for your buck are you paying for? [Bizcommunity (South Africa)]
(Bizcommunity (South Africa) Via Acquire Media NewsEdge) For any campaign, agencies and clients should focus on the marketing objectives and develop strategies to best implement and achieve their goals, suited to their marketing budget. The question is however, what and whose goals are being achieved?
During a recent meeting on a work-in-progress TV campaign, both Production House and Art Director felt that the commercial is worthy of an award, if our client would spend an additional 100% on production. When challenged and asked whether the advert works as per brief-defined objectives and production budget, the answer was a resounding "yes".
Not that we are against high production values (costs) - in fact, we commend those high achievers who want to obtain the status of an award-winner. So if the storyline is weak, if the strategic link is tenuous and the messaging is not founded on market insights - well, then best you do go overboard and spend more than necessary on production values. But if the basis of brand positioning, brand strategy and key messaging resonates with your target market and campaign objectives, then you will be able to allocate more of your budget to getting your message out there.
Awards should not come at a cost; they should be added value at best. In our example we kept our focus on building our client's already achieved 40% y-o-y growth. Powerhouse Advertising's objectives are not to be praised for accomplishments won in the public sphere - our clients' growth is what we consider the greatest success of all.
CEO Powerhouse Advertising
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