Allow time for great creative
Of course, this isn’t always possible. If a client has a short deadline, we’ll always hustle to get the advertising or graphic design work out on time. Or if they have a limited budget, we won’t offer them the luxury of hundreds of hours of creative time that they can’t afford.
But the reality is that creative ideas are not sitting on a shelf, waiting for the art director or graphic designer to choose one and package it for the client. And what seems like a promising idea can turn out to be a dead end after several hours of work.
We need enough time to explore creative options, evaluate them against the strategy, fine-tune them for the target market and generally craft a great piece of work.
Just as an example, the BP logo is reported to have been developed at cost of £4.6 million.
Now this is a great logo, highly recognisable and distinct, but it is fairly clear that while the final illustration may only have taken a couple of hours, BP understands that a whole lot more than final illustration goes into developing a great logo.
Getting this one right is not just about managing our resources at Octarine; the overriding imperative is making sure that the marketing objectives are met, on time and on budget. (So I may find it hard to keep this New Year’s Resolution every time!)
Please sign up for our free VIP updates, we’d love to keep in contact.
Related articles:
Resolution 1: Manage my email
Resolution 3: Master two new technologies
Resolution 4: Learn something new
Resolution 5: Add new content to my website every week
