Advertisers must consider creativity as important as execution.
The author notes that the role of craft in advertising is about evoking an emotional response in an audience to attain their business goal. With marketing budgets under pressure and the domination of platforms like Facebook, Instagram and Snapchat, it has made it difficult to quantifying craft.
Good ad craft has gone beyond perfecting a single piece of communication to being able to demonstrate artistry and skill through work across multiple pieces and platforms. The author points out that ads that cut through the noise in this environment are the less formulaic ones.
The author recommends approaching craft in advertising in a way that it generates significant traction with the audiences. The author also notes that creativity must be considered as a key component of advertising as execution.
[5 minute read]