Advertising - when Creative isn’t involved until the end of the process.
PR - when Creative is included throughout the process.
Most ad agencies don’t involve creatives in the early phases of problem solving. We’re not invited to weigh in on the research, strategy, media, UX, or tech. We have to “make magic” with whatever we’re given - which often leads to a predictable set of creative solutions. Video. Microsites. Social posts. Display ads.
It’s one reason PR firms are eating advertising’s lunch. In PR, small interdisciplinary teams: a creative, a strategist, a tech person, and an analytics person collaborate to make hay with whatever’s happening in the moment and in culture. This proactive/reactive approach requires a new level of creative thinking on everyone’s part and lays the groundwork for innovation to sprout in every direction - at every point in a project.
To integrate this much creativity, you have to insert a Creative Director. But not just any Creative Director. A CD who’s trained to understand how every role and discipline works and can work together in new ways. A CD who can guide the creation of a compelling story from start to finish - to help brands get attention and results.
This isn’t just a theory. It’s reality. Companies who put creativity at the center of everything they do - like Ketchum or Apple - are disrupting their industries. They’re creating a media moment out of a stolen Kit Kat bar. Winning the Super Bowl without any paid media. And creating devices and platforms that change our lives forever.
Need more proof? Check out this BIC project.