360 Creative at A10 Strategies
At A10, we position ourselves as an agency with a 360° view. But what does that mean, really? Are we a group of folks that can deliver any facet of marketing, from events to demand generation to a full-throttle, multimedia campaign, and everything in between? Simple answer there is yes, we can do that. No matter how small or how big, we know we have the resources to deliver. But to us, or at least to me, a 360 view is one of looking at marketing challenges – from all angles – and tackling them head-on, full bore or whatever catchphrase works best, to demonstrate that we’re up to the task.
As the lead “creative insights” guy at A10, I define my role as one that finds the needle in the haystack when it comes to that creative gem or nugget that’s going to help a client stand apart in an age of constant, sometimes overwhelming communications. Using experience as well as the usual brainstorm best practices, our team aims for some truly breakthrough creative that resonates. My personal goal, though not always achieved, is to stay away from “borrowed interest.” Meaning, stop relying on other notions, ideas or totems, to then get your own (not so) creative point across. I like the way it’s defined here: http://www.susanfinch.com/2014/06/know-what-borrowed-interest-marketing-is-and-dont-do-it.html
Here are some good (?) examples as well:
- https://dailybiz.files.wordpress.com/2008/07/nuveen_harrys-glasses.jpg (I’m a Cubs fan, actually, so this is especially irksome.)
- http://krikor.info/?p=2768 (Even worse when the thing “borrowed” was tired almost as soon as it came out.)
- http://adsoftheworld.com/media/print/mcdonalds_shakespeare (Iconic brand McDonald’s is not immune)
Staying away from borrowed interest is actually hard work. It takes effort. It takes energy. And it takes solid, resourceful thinking and awareness to get there.
As the A10 creative lead, that’s exactly what I set out to do for each and every client on each and every project.
Of course, if you want to find out how A10 can bring creative punch to your marketing efforts, you can ping me at firstname.lastname@example.org
Until then, keep those creative juices flowing.