What do you do if an ad campaign is unsuccessful?
it's a very good question. There are many instances where campaigns are not successful. And there are many ways of judging if it has been successful or not. All depends on what the intention and strategy behind the campaign was. For instance if it is a tactical campaign, like a store might come out with to generate immediate sales, then it is easy to measure. if the sale is below expectations, we know the campaign failed to achieve its set goal. On the other hand if it's a strategic campaign understanding the results may take time. But based on research we tweak the campaign for better results and sometimes when research tells us that the campaign is not doing well at all, the client might decide to reverse the entire strategy and go for a new one. Even though a lot of research goes on before a campaign comes out, it's finally good creative leaps from logic to the emotional level that makes or breaks a campaign.
What are the benefits and drawbacks of being in the advertising profession?
it's like any other profession. if you love what you do, youd love being in this profession. Advertising is fun. so much of creativity in coming up with ideas. and such good people and energy all around. but working into the night is a perennial issue.
What motivated you to choose this career?
from my school days I have been interested in being an advertising writer. I never wanted to do anything else. I used to see all the ads in my grandfather's collection of readers digest magazines and try to rewrite them. Also the British council library had some great advertising books that inspired me when I was in school.
How was your experience with your first job?
Disappointing but not disheartening.
What is your biggest concern at your job? How do you manage it?
the biggest concern is to continuously produce brilliant creative work for the clients. we keep ourselves inspired through reading, watching and hearing stories of people who inspire us through their vision and hard work.
What's the advice you would like to give to an aspiring advertising-professionals?
Don't be distracted by the unnecessary. keep your focus on creating the best.
What is your one basic mantra while coming up with ideas?
There are no basic mantras for coming up with ideas for me. But there are some preparations that help. Ideas are nothing but connecting disparate thoughts to form a coherent and interesting solution to your problem. Which means it helps to be well-read. For instance, you have an interest in quantum physics and maybe you can relate some concept from that to sell food. That could turn out to be interesting and new.
What according to you is the most important part while executing an advertising commercial?
The script. If you don't have a good script, nothing will help. Having a good script is just a start. Great casting, good direction, and editing are also very important.
Which is your favourite advertising channel?
What do you mean by channel? Depending on the brand requirement and target audience we change channels. For youth maybe Instagram, Vh1 etc. It all depends on the goal of the specific campaign.
How does an advertising professional learn the art of media planning?
there are many media planning courses in India. you can enroll in one of them. a lot of people join as trainees and learn on the job.
What is the best way to get into the profession of advertising?
will depend on what you want to do in advertising. Advertising has creative, client management, account planning and media planing as the major streams of work. In creative there are two jobs that you can look for. Copywriter and Art Director. for being a copywriter you have to do a copy test at the agency. you do not need any previous qualifications. the copy test is designed to test two things. your control over the language and your capability to come up with ideas. if you do well you are on your way. for being an art director you need to have a degree in commercial art from a college like JJ school of art in Mumbai or College of Fine Arts in Baroda. if you are really talented then you can get away without having a 5 year degree. To be an Account Executive it's good to have an MBA or equivalent. it's like getting into any marketing job. same with Account Planning. But Account Planning is more research driven and analytical. At the same time it calls for a creative bend of mind. Media planning is also similar. there are many colleges like Mudra's college in Ahmedabad where you can do specialised media courses.
Do you think a creative campaign overshadows the advertised product or adds value to it?
A good campaign adds value to it. Sometimes creative ad campaigns are clever by half and does nothing for the brand. So the product has to be the hero in any good campaign.
What skills should an advertising professional possess?
You have to be more specific. Creative people need to have very different skill sets to that of an Account Planner.
How do you measure the effectiveness of an advertising campaign?
tactical campaign performance can be measured by sales. strategic campaign effectiveness is measured against goals set. mostly it is long term and will include share of market as well as share of mindspace. These are ascertained through research.
What are the tools required to create an ad campaign?
You need a complete understanding of the brand, it's competitors and the specific targets the client wants to achieve with the campaign. This normally comes as a creative brief that's developed in the agency and approved by the client . this is the basis from where a campaign is created. in terms of art tools , if that's what you mean then software's like Photoshop and Adobe illustrator.
Can you tell us the key to building a creative strategy?
a complete understanding of the brand, the market, the current position of the brand in people's mind. an understanding of where the brand wants to go next and an understanding of the competitive landscape. with these in mind you now to layer it with some creative thinking and you can get an I sight on which the whole campaign can be based on.
How do you handle dissatisfied clients?
depends on the level of dissatisfaction. first find out the reason why he is disatisfied . then try to see how can it be remedied. also see if the client is being reasonable with his requests. if not, tell him so . and if nothing is working, ask him to find another agency.