Great Creative = Memorable Advertising

It’s fair to say that reaching out to consumers has never been easier, the range of communication channels available to advertisers is broader than ever. And to a degree, herein lies the problem. With so many messages hitting your audience, engaging them is, more than ever, the real challenge.

Not that long ago, we were telling clients that B2B marketing campaign success relied on three important components:

• Quality of the list
• Relevancy of the offer
• Distinctive and engaging creative

Fast forward 10 years and whilst some of the terminology may have changed (today we talk about data, not the list and content rather than offer), the core principles remain the same.

Great data is still as important as it always was. Great content – and, by this I mean ‘offer’ content – is the fuel that feeds modern B2B marketing. Without either of those two factors in place, even the best creative will suffer.

Good data ensures that you’re marketing to the right people at the right time. Good content ensures that the information you’re offering is topical and relevant. But all those things being equal, great creative is still the ultimate competitive advantage.

For an example of this theory put into in practice, read our case study for Glenigan, it’s a wonderful showcase of how great creativity and a simple message come together to deliver a tangible business benefit – in this case an increased lead generation, from 1 in 17 to a rather impressive 1 in 4.

If you’re looking for great work that cuts through, connects, great work that works, then we’d love to welcome you to Thrive.