EconomyThe creativity that sells the most

The creativity that sells the most

(Expansion) – Those of us who work in the world of marketing and particularly advertising tend to define creativity from communication. In other words, when we talk about creativity we think of the television commercials that have particularly impacted us or the advertisements that have become iconic over the years.

Without a doubt, this is a fundamental part of creativity. But, fortunately, today we see an advertising sector that has opened much more minds about what creativity really is.

First of all, creativity is not far from innovation. Although the second seems to be a more contemporary term, associated with startups or digital transformation processes, both creativity and innovation point to the same thing.

For years we wondered if traditional advertising agencies would be capable of leading or developing innovative projects. The truth is that the examples today are multiple. It is enough to review the cases that in recent years all the metals have been won at festivals such as Cannes Lions. Many of them, developed by agencies accustomed to defining creativity from communication, have shown that original and disruptive thinking can also be applied to solving business problems.

In the latest version of Cannes Lions, Mexico obtained a historic result of two Grand Prix for an idea that does not correspond to communication creativity but to creativity that is put at the service of business. Data Tienda is an initiative so that low-income women who do not have a credit history can build their credit history hand in hand with shopkeepers who have sold them on credit and, therefore, know their credit behavior better than anyone.

It is not an advertisement because, like many of the most creative ideas in the world today, they are interfaces, applications or devices that give access or bring brands closer to people in some way. Also those that improve people’s lives, do something positive for the planet or facilitate the more equitable development of societies.

The creativity that solves problems and transforms realities is born from an honest and deep definition of the problem. Like all innovation processes, it is born from empathy, that is, from putting oneself in the consumer’s shoes and understanding their reality, their resources, their motivations and their possibilities. I think there are many brands that today deliver briefs to their agencies that go in this direction.

The most valued marketing managers today are those who do not call their agencies to tell them what to communicate but to tell them about the problem the brand has. That barrier that prevents business growth or that ‘pain point’ in the user experience that prevents people from accessing, buying or connecting, is often the best trigger for creative ideas.

A brief from the problem and not from the message to communicate makes more sense and takes much more advantage of the potential of the agencies. Let’s not forget that we are in a world where consumers have more and more ways to block content. In the United States (and the figures for Mexico should not be very different) it is estimated that 40% of users use a blocker for advertising messages. In the younger groups, this figure exceeds 60%.

The creative that sells the most and connects the most with people is the one that solves problems because it adds value. Today we talk more and more about generating content instead of advertising. The difference is simple: advertising interrupts, while content creates value. That is to say, it offers me something in return because it entertains me, teaches me, connects me, guides me… It is the contemporary vision of creativity.

It’s time to make the most of the talent of creative agencies. And this implies relevant changes on the side of brands. Calling the agency at the beginning of the project and not at the end makes all the difference. Taking advantage of their ability to critically look at the very definition of the target audience for a product and allowing them to have all the information to understand the essence of the problem with its implications in production or distribution processes can create disruptive opportunities for brands .

I’m sure many advertisers would be surprised by the business acumen and ability to find creative solutions to business problems in their agencies. It is only necessary to summon them and inspire them to unfold their creative potential. With this, the brands will have creativity of the good, creativity of the one that sells and, above all, the one that today’s world needs most.

Editor’s Note: Juan L. Isaza is President of DDB Mexico and VP Strategy and Innovation of DDB Latina. Follow him on LinkedIn. The opinions published in this column belong exclusively to the author.

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