{"id":4660,"date":"2023-03-23T01:54:01","date_gmt":"2023-03-23T05:54:01","guid":{"rendered":"https:\/\/advertisingweek.com\/aw360\/2023\/03\/23\/creativity-before-clicks-how-to-ditch-performance-marketing-obsessions-and-get-back-to-brand-building\/"},"modified":"2023-03-23T01:54:01","modified_gmt":"2023-03-23T05:54:01","slug":"creativity-before-clicks-how-to-ditch-performance-marketing-obsessions-and-get-back-to-brand-building","status":"publish","type":"post","link":"https:\/\/advertisingweek.com\/aw360\/news\/creativity-before-clicks-how-to-ditch-performance-marketing-obsessions-and-get-back-to-brand-building\/4660\/","title":{"rendered":"Creativity Before Clicks: How to Ditch Performance-Marketing Obsessions and Get Back to Brand Building"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\"><em>By Hemant Anant Jain, Executive Creative Director, <\/em><a href=\"http:\/\/argonautinc.com\/\"><em>ARGONAUT<\/em><\/a><\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Social media strategy dominates brands\u2019 requests for proposals today. It\u2019s surely no surprise considering where audience eyeballs go first. And social is targeted, measurable and cheap.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">But marketers\u2019 obsessions with social metrics is taking an industry-wide toll on agency creatives and consumer relationships with brands, leading to a loss of brand-building and a stifling of the creative edge that fuels advertising magic.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">A recent <a href=\"https:\/\/www.havasgroup.com\/press_release\/havas-meaningful-brands-report-2021-finds-we-are-entering-the-age-of-cynicism\/\">global study from Havas<\/a> showed that consumer trust in brands is at all-time lows, with only 47% of brands seen as trustworthy and trust metrics in worldwide decline. It also showed that 75% of brands could disappear overnight and most people wouldn\u2019t care\u2013or they\u2019d simply find a replacement.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">These are troubling stats in a world where customer loyalty remains a hallmark of long term success, but it\u2019s not too late. Here\u2019s how agencies can get back to brand building in a click-obsessed landscape.<\/p>\n\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Be nimble and have fun<\/strong><\/h2>\n<p class=\"wp-block-paragraph\">The ethos of creativity remains eternal: Have fun. Be fearless. Make mistakes. Break rules. When all that goes missing, the work gets mediocre.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Great advertising has long stemmed from creating work that&#8217;s memorable\u2013campaigns that go beyond eyeballs and reach for the hearts. Ads can be cultural touchstones, and many brands have become a part of our lives\u2026even when the only canvas they had to tell their stories was film and print.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">While the films have yielded to 15-seconds-or-less content on social, there\u2019s a new opportunity for agencies to double down on creativity and embrace fresh thinking.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Some of today\u2019s most compelling content comes from amateur creators who are instinctive and fearless. Nimble agencies should take cues from these creators and adopt their spirit, taking risks to create new lasting impressions instead of agonizing over engagement.<\/p>\n\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Remember and reignite agency superpowers<\/strong><\/h2>\n<p class=\"wp-block-paragraph\">What makes agencies special? Expertise. Experience. Creative culture. Brilliant teams. These are superpowers that average creators don\u2019t have at their disposal, and yet, short-term focus on performance marketing is yielding lackluster work that\u2019s even outshined by amateur content.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Agencies can rebuild brand love, but they need to stay\u2013and be allowed to stay\u2013flexible and free-thinking while remembering their superpowers are right within reach. Imagine the possibilities of a modern creator\u2019s spirit matched with an agency\u2019s creative arsenal\u2013the right combo can reignite great stories, create real audience connections and sell more memorably and effectively.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">After all, a <a href=\"https:\/\/studyonline.aston.ac.uk\/news\/2021\/07\/14\/value-brand-storytelling-digital-marketing\">survey of UK adults<\/a> found that, despite brand-trust decline, consumers are <a href=\"https:\/\/www.slideshare.net\/Headstream\/the-power-of-brand-storytelling\">55% more likely<\/a> to buy a product when they love a brand story. It\u2019s still ace brand storytelling, not just performance marketing, that drives sales.<\/p>\n\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Prioritize authenticity to build trust<\/strong><\/h2>\n<p class=\"wp-block-paragraph\">Who would you trust? Someone who\u2019s trying to sell you something, or someone who\u2019s authentic, intuitive and relatable? Brands are no different, and authenticity\u2013even in its rawest and most unvarnished forms\u2013is more in demand than ever. Marketers need to recognize this, and work with agencies to ideate new ways to reintegrate brands into people\u2019s lives and make them indelible.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Ironically, today\u2019s plethora of platforms and tools afford that ideation process with endless possibilities, and more ways than ever to dream up and deliver memorable stories and experiences. That\u2019s what brands should truly be selling and that\u2019s we\u2019ve lost sight of. But we can remember our fun, our superpowers and rekindle those memories with our clients.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">And none of such memorable, long-term-shelf-life creative has anything to do with metrics goals. It\u2019s about taking a good old-fashioned storytelling leap.<\/p>\n\n\n\n\n<h2 class=\"wp-block-heading\"><strong>The bottom line<\/strong><\/h2>\n<p class=\"wp-block-paragraph\">Times change, but the hallmarks of great advertising don\u2019t, now matter how blindsided marketers become with performance marketing results. Now is the time for agencies to stop worrying about counting clicks and reposts, and start counting on their creative ability and agility. When that lightning strikes, the results can be immeasurable.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Times change, but the hallmarks of great advertising don\u2019t, now matter how blindsided marketers become with performance marketing results.<\/p>\n","protected":false},"author":7,"featured_media":4661,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","editor_notices":[],"footnotes":""},"categories":[1],"tags":[3],"topics":[2],"class_list":["post-4660","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","tag-brands-marketers","topics-editorial"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v28.0 (Yoast SEO v28.0) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Creativity Before Clicks: How to Ditch Performance-Marketing Obsessions and Get Back to Brand Building | AW360<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/advertisingweek.com\/aw360\/news\/creativity-before-clicks-how-to-ditch-performance-marketing-obsessions-and-get-back-to-brand-building\/4660\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Creativity Before Clicks: How to Ditch Performance-Marketing Obsessions and Get Back to Brand Building\" \/>\n<meta property=\"og:description\" content=\"Times change, but the hallmarks of great advertising don\u2019t, now matter how blindsided marketers become with performance marketing results.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/advertisingweek.com\/aw360\/news\/creativity-before-clicks-how-to-ditch-performance-marketing-obsessions-and-get-back-to-brand-building\/4660\/\" \/>\n<meta property=\"og:site_name\" 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