This guest post comes from our friend Peter Carnevale, at Goodby, Silverstein & Partners:
I love multi-media campaigns.
There are few things as inspiring when looking through the awards shows than amazing ideas executed in ways you’ve never seen before. The Mini launch is a great example of creative media executions. There are countless others that are newer.
These campaigns often include complex installations and things that have never been done before, so a lot of explanation is often required. Fortunately for agencies, they have the means to produce submission videos to award shows to demonstrate the breadth, creativity and sound business results to accompany these innovative campaigns in a clear, comprehensive manner. My agency actually has several people dedicated to this job.
You have your book.
The target audience for your book is a busy group of people. Campaign after campaign of lengthy description multi-media onslaughts may not always be the best approach.
To be clear, I think it’s fantastic to see blown-out campaigns. Assuming they’re great campaigns and blowing them out makes sense. (Times Square installations and transit dominations probably don’t make sense for small start-up companies. Keep the realities of a brand’s budget somewhat based in reality. Somewhat.)
But sometimes, I just want to know you can knock out some killer print ads or OOH or posters or something I can look at for 10 seconds and think, “That’s cool,” and doesn’t have a gazillion moving parts.
And please know that blowing out your campaign doesn’t make it good. As a recruiter at my agency recently said to me, “Just because you’ve done an iPhone app for your idea doesn’t make it a good idea.”
So what’s the solution?
Before you blow out every single campaign in your book, make sure it calls for it. Make sure your book needs another blown out campaign. (I’d say two is the maximum amount I have the ability to fully take in.) Above all, make sure the ideas are great.
Show you can do something with legs. Show you can do things no one’s ever seen before. Show you’ll bring something invaluable to an agency.
But make sure you also, in easily digestible format, show that you can make a traditional ad campaign. Because once you start working, you’ll have to make good old fashioned ads.
Give Peter some love (or disagree with him) in the comments section. You can also get in touch with him at firstname.lastname@example.org.