In March 2024, MA’s Waikato group held a sold-out networking event featuring a panel of creative leaders who shared insights into the creative process.

In a thought-provoking discussion, they delved into the critical aspects of the creative process, from the inception of innovative strategies to the execution of compelling design solutions. They also highlighted the advantages of embracing a creative approach in marketing, from achieving cost efficiencies and speeding up campaign rollouts to crafting visually stunning images and establishing a distinctive brand identity.

Alex Haskell from Likeable Lab was on the panel, alongside Zander (Daymark) and Kevin (Lodge). Here she shares her advice again for those who missed the event.

1. Nailing the Brief - Why It’s Critical to Delve Deep into the Client’s Objectives

When embarking on a project, Alex emphasised the importance of a clear brief from the client. Understanding the company's overarching business goals is paramount, as digital marketing is often just one piece of the puzzle. Delving deep into the client's objectives is crucial for success. Are they focused on generating leads or enhancing engagement? Knowing this informs every subsequent step of the process.

Key aspects include:

  • Clear goals and objectives aligned with the business strategy.
  • Insights into the target audience's demographics, interests, and behaviours.
  • Emphasising the 'why' behind the product or service to foster emotional connections with the audience.
  • Aligning key messages with overarching business goals.

2. Getting the Ball Rolling - Establishing Rapport and Building Trust

Establishing rapport with clients lays the groundwork for a successful collaboration. Alex highlighted the importance of finding common ground and aligning values to facilitate smooth communication and build trust.

Key considerations include:

  • Building rapport based on shared interests and aligned values.
  • Fostering collaboration and clear communication between the agency and the client.
  • Emphasising the importance of a clear brand story, vision, and positioning.
  • Designating one point of contact on both sides to streamline communication.

3. Letting the Ideas Flow - Alex's Process for Ideation and Vision Fleshing

To keep the creative juices flowing, Alex talked about the importance of maintaining a balanced lifestyle outside of work (as cliche as it sounds). Whether it's leisurely strolls with her dog George or drawing inspiration from everyday life, keeping that 'bottom draw' full of ideas (quote from Kevin) is the key to staying ahead of the game.

She also highlighted how at the end of the day, it’s also a whole lot of mahi tahi - it’s not just one person who should be coming up with everything. You should work as a team that bounces off each other and works together. Everyone brings their own strengths to the table. People who know their sh*t and who may fail fast but in return learn fast.

Another interesting point she made was a reference to the quote “Pressure makes diamonds…” where she then followed on with “yes… but over thousands of years”. She thinks that people often mistake adrenaline for “their best work and productivity” but in an ideal world, she prefers to have as much notice as possible as ideas need nurturing and often come to you anywhere other than sitting at your desk and within 24 hours.

4. Success as a Measure of Collaboration

Success extends beyond mere numbers; it's about empowering businesses to thrive online. Alex stressed the need for alignment between creative agencies and in-house marketing teams to achieve truly remarkable outcomes.

Collaboration is key, with both sides understanding user behaviour, marketing goals, and the power of creative storytelling. This synergy and cross-pollination between internal and external teams ensures impactful content that resonates with the audience and drives ROI.

5. Finding the Sweet Spot Between Creative Intuition and Data

Utilising data to validate creative instincts is crucial, but it shouldn't stifle bold ideas. Alex advocates for finding the sweet spot where data informs creativity without impeding innovation.

A/B testing and data analysis are vital tools for optimising creative campaigns while maintaining a distinct brand identity.

6. Cultivating Creativity When Facing Tight Deadlines

Even in the face of tight deadlines, creativity should never be compromised. Alex encourages embracing challenges, fostering a growth mindset, and finding a balance between work and play.

She emphasises that setbacks often pave the way for future success, urging teams to embrace the learning process and strive for continuous improvement. The Sting of client feedback or a fast failing creative only equals success in the long wrong.

The Wrap-Up

So, there you have it - Alex’s laid-back wisdom on what it takes to make some serious plays in the digital marketing game. It's all about blending strategy, creativity, and a whole lot of heart to improve your online presence and connect with your audience on a deeper level.

We look forward to seeing you at future Marketing Association events in the Waikato and beyond.

Source: Kim Herewini, 07 May 2024