The Sean Cummins viewpoint as published in Ad Age 6/19/15 is another wake-up call for all of us in ADVERTISING. All the buzz words thrown about in our business tend to obfuscate the fact that advertising is indeed about getting someone to do something. And creating effective advertising, requires a rigorous process and experience—perhaps not available with simply “branded content” providers. We’re proud to be a 4A’s advertising agency.
All too rarely, a potential advertiser will ask the question, “Do you provide multiple solutions when presenting creative recommendations?” Actually, we find the infrequency of this question a bit surprising, considering what needs to take place when building effective communications.
Why shouldn’t clients be given conceptual choices in response to an agreed upon creative strategy? Isn’t that part of the definition of “problem solving”? First, you study the various details to identify the problem. Then you study the various related facts. Shouldn’t the next step be to look at various solutions? In our view, absolutely.
Communicating to your target audience almost always presents complex issues with more than one possible solution. Assuming you’ve started with a creative strategy that clearly defines the main idea, there are many ways to effectively communicate it. In fact, this is where the collaboration between an agency’s creative skills and the client’s customer and business knowledge can most effectively work together.
Analyzing different creative solutions is almost always productive, often uncovering new insight into the initial problem. If differences in judgment arise within the group on which direction to implement, these can usually be settled by submitting the work for testing with the target audience. This often leads to even further important insights.
Based on our extensive experience, we feel that offering multiple creative options demonstrates that the agency: (1) has an active problem solving process, (2) took the time to analyze various angles in developing viable alternatives and (3) respects the fact that, in most cases, clients know their business better than an outsider. As such, submitting just one solution seems overly presumptuous.
BRAVO to Kellogg, Nielsen Catalina and CBS for their work to measure the longer-term effect of advertising…which many have come to doubt. While the study is obviously limited to this one product category and medium, it sends a powerful message that media fragmentation and social media have not diminished the power of good stories, well told…in traditional media. Let’s hope they expand their studies in terms of product/service groups and media. http://adage.com/article/cmo-strategy/study-finds-long-term-ad-effects-strong/293636/
With a 50-year track record, Mercury Medical® tells their story about innovative medical technology for hospital systems in a dynamically changing healthcare marketplace.
TAMPA, Fla. – (July 9, 2014) – Faced with a highly competitive and quickly evolving medical device market, Mercury Medical turned to PeakBiety branding + advertising to develop an extensive and bold series of print ads to highlight Mercury’s position as innovators in the medical device field.
“To emphasize Mercury Medical’s unique approach to the medical device industry, we developed a campaign that was as progressive, responsive and innovative as Mercury’s products,” says Glen Peak, of PeakBiety.
Peak adds that Mercury has built its reputation by forming close collaborations with healthcare partners, proactively seeking out new products and by focusing on new products that increase value by both improving patient outcomes and reducing costs.
With a combination of unexpected visuals, clever copy and clean design, the series of trade media ads separate Mercury from its peers by distinctly breaking from the traditional messaging and imagery common in the medical device field.
The first ad, titled “Signs,” focuses on Mercury’s progressive approach to recognizing and leading new changes in the medical device field. A later “Ear Buds” ad, speaks to Mercury’s close collaborative partnerships with clients to listen to their needs, apply these needs to new products and facilitate bringing new products to market. Perhaps the most attention-getting ad, “T-Rex,” asserts, “Failure to adapt to change can have serious consequences,” addressing Mercury’s ability to fill the demand for innovation with their products.
The most recent “Body of Evidence” ad cites clinical research to support Mercury’s assertion that its innovative products not only reduce hospital costs, but also add value by improving patient outcomes.
“We couldn’t be happier with the creativity of how PeakBiety’s work has not only differentiated us, but elevated us over our competitors,” says Sally Barlowe of Mercury Medical. “We look forward to great results from this campaign.”
About Mercury Medical Company
Founded in 1963 as Florida Anesthesia Services, the company sold medical supplies and later added anesthesia machines. The name changed to Mercury Medical in 1970. Today the company specializes in research, clinical training, engineering, biomedical services and support. As both manufacturer and distributor, Mercury Medical serves clients in more than 70 countries.
About PeakBiety branding + advertising
Since 1990, PeakBiety branding + advertising has serviced local, regional and national clients in a variety of business sectors. The agency focuses on adding value for its clients by improving customer perceptions. This commitment is summed up in the agency’s promise, “the power of perception®.”
PeakBiety is one of the few advertising agencies in the Tampa Bay Area to meet strict requirements for membership in the prestigious American Association of Advertising
# # #