Sounds contradictory coming from a Brand guy like me, but there is some logic behind it (That itself sounds corny, “Logic to prove that creativity is more important than strategy”!!!! Cant help it!) There is no denying that strategy is required and essential. But there is an age-long debate, which is most important Strategy or Creativity. We all have our views about it. So does Piyush Pandey, Group Chairman and National Creative Director of O&M – one of the most creative persons that came from this side of Himalayas. And i think he summed it up pretty well in favor of …surprise, surprise…..Creativity.
“Anyone who believes that strategy is more important than creative is an idiot. And you can quote me on that. The more edgy and different the advertising is, the more it sells.
The Big Idea rules. Creativity is something that helps reduce marketing costs. People are not realising that in tough times, it is great advertising that helps and not safe advertising. In times when the industry is in a slump and budgets are low, safe advertising needs to be run several times to make an impact. That leads to increase in spends. If the advertising is edgy, it can be re-run and rotated over intervals of time without boredom setting in. The freshness of the advertising remains intact. The important thing is to execute the big idea in its most required fashion. If you do that, you will be able to run the big idea less often and for longer periods of time.”
Organizations that can benefit from this idea
Any company who is willing to put their money to make an impact, rather than play it safe can benefit. Specially FMCG companies, who are fighting for mindshare with giants like Unilever or Reckitt can greatly benefit.