IF IT DOESN’T SELL IT ISN’T CREATIVE

YOUR CASHIER HAS MORE POWER THAN YOU THINK

“If it doesn’t sell, it isn’t creative.” so said one of the legends in advertising David Ogilvy. Yet how strange it is that marketers continue to nod to creative work that is sold to them as “intended for raising awareness of the brand” (read “it won’t get sales up …but it sure is going to get alot of people talking about your brand).

Who cares if the guys from Timbak 2 share a glass of milk whilst mulling for hours on length over the warmth/humour/crystal clear messaging of your advert…if your communication isn’t going to get them to buy your product then don’t buy that creative strategy from your marketing agency….don’t buy what you can’t use to sell your product: creativity too must sell!