On the surface, integrated campaigns appear to be a no-brainer these days. Engaging customers through multiple channels is a strategy adopted by most brands and is accepted by many marketers as the only way forward in ensuring that all consumer touch-points are covered. Today's campaigns are all about adapting to the consumer's lifestyle and reaching them through whatever means and at whatever time suits them. And, with so many disciplines, channels and outlets to consider, it's essential that the creative idea translates effectively.
But, of course, it's not as easy as creating an idea and "executing" it to fit across multiple disciplines. It's a waste, for example, to develop a concept that has stand-out in a press format, but which is lost in the complexity of the online environment. Or one that works well in an animated scenario such as email or a banner, but makes no impact in print or via direct mail. This is often where the effectiveness of an idea that has to straddle traditional ATL and BTL agencies can break down.
The key is to think of these concerns right from the start of the creative process. As creative marketers today, we must consider the channel mix as we form and develop an idea, rather than at the point of implementation. If we progress the creative process with all the different channels in mind, then the concept has a chance of being more holistic. The end result will be a stronger idea, one whose essence can "shape-shift" to the often numerous formats and channels.
The idea should energise all things around it. It should captivate the client, it should stir the passions of the account team, and ultimately, it should galvanise the consumers to react -- and interact -- with it. In doing so, the idea should add value to itself, and ideally work to instil or build ongoing loyalty amongst the consumers that engage with it. It is therefore essential that when the creative idea for a campaign is decided upon, it is one that remains memorable and impactful whichever channel it is applied to, and gives the consumer a good reason for buying into it.
Dave Woods is executive creative director at RMG Connect