As we work with our creative partners to develop new campaigns, I keep a very close and constant reminder to myself: to never lose sight of the art, the magic, the essence of an idea.
I say that because our industry has been dealing with an obsession for consumer testing over the past years but interpreted in a way that somehow seeks validation for the work being created from within brands and advertising agencies, versus a guidance to better inform your decisions.
And please don’t get me wrong, I am not advocating to stop consumer testing for advertising. I am super in favor of making sure that whatever goes out the door for my brands has the potential to provide the best sales return and build my brands. My watch-out is to avoid losing sight of the creativity & essence and of an idea, in lieu of a “mechanical” green score.
I say “mechanical” because with the advances made by research companies, in a super valid effort to have the best possible diagnosis for any given creative idea and to standardize methodologies and finally create a substantial database with clear benchmarks, we have been given access & visibility to how different creative elements or nuggets can have the potential to improve any specific metric. Which, in my point of view, it makes it somehow “easy” to fabricate a “good campaign”, meaning a high scoring campaign.
So, I always keep that reminder to myself: to never lose sight of the art, the magic, the essence of an idea. And if any given idea hasn’t performed well in a consumer testing, it might be the case to start again versus trying to fabricate a good scoring campaign and trying to achieve that “green score” no matter what.
Among many other elements, a fundamental piece of the work in developing unique & breakthrough ideas is to really get to know the people you are trying to talk to by investing the time to understand their motivations, insights, beliefs. To have a clear understanding of your brand’s purpose & positioning. And to stay true to the values & personalities of your brand.
This way we will feel much more confident about the work being produced and consumer research continues to be important step in the development process of a campaign, but with a clear role: to guide and inform the decisions being made by the brand team, whom is the best filter to judge if any given creative idea is true to their brand.
Head of Marketing North America, Popeyes Louisiana Kitchen
Former Head of Marketing for Burger King Latin America & Caribbean