No, we’re not going to talk about creative awards.
Instead, DaviesMoore is proud of our ability and confidence to say “no” to our own big budget production concepts when it contradicts strategy - even if it’s hilarious. It’s sometimes hard to scrap a great idea, but sometimes we believe it’s the right thing to do.
Why? Because our first responsibility is to our clients and their ROI. Here are a few ways we do it:
- Utilize existing campaign and/or brand elements - Not only does this create consistency; it saves time and money (clients love that).
- Understand what influences human behavior - Each instance is different, but we feel we know how to communicate in a way that creates action. In most cases, that means we’re helping our clients sell stuff.
- Live the strategy - During all phases of the campaign, the strategy is primary. Never abandon strategy no matter how funny or entertaining the concept. Always ask, “Will it work?” We are faithful to marketing strategy no matter how sexy the creative.
- Never fall in love with your own creative - Maybe there’s a better way to say it or do it. Even when we think we’ve nailed an execution, we keep going. We always try to remain open to feedback (internal and external). Remember #3.
- Always strive to be both brilliantly creative and strategically effective - It’s not always possible due to a variety of factors, but we sure get excited when it does. It’s what we live for around here. We love funny ads, as long as they work.
Learn more about our approach to strategic planning and production.