Creative Submitted

Did you know that roughly 70% of creative work submitted to agencies never sees the light of day? That’s right. A colossal amount of effort vanishes into the digital void. It begs the question: what happens to all that ‘creative submitted’ and how can we ensure our best ideas actually get noticed?

What exactly is ‘creative submitted’ in the advertising world?

Creative submitted refers to the tangible manifestation of ideas presented to clients, stakeholders, or internal decision-makers for review and approval. This isn’t just about the initial spark of an idea; it encompasses fully fleshed-out concepts, designs, copy, and even preliminary campaign mock-ups. Think of it as the output of the creative process, ready for evaluation. A ‘creative submitted’ could be anything from a series of storyboard frames for a TV commercial to a meticulously designed landing page for a new product launch. The key element is that it’s a concrete representation of a creative concept, ready to be judged.

Why does so much creative submitted go unused?

Why does a significant portion of submitted creative work end up gathering digital dust? A primary reason often lies in misaligned expectations between the creative team and the client. Maybe the client envisioned something completely different from what was presented, leading to rejection. Budget constraints also play a significant role. A brilliant campaign idea might be deemed too expensive to execute, leading to its demise. Internal politics within the client’s organization can also kill great concepts. In my experience, I’ve seen amazing campaigns scrapped simply because a key decision-maker didn’t personally like the direction. Finally, sometimes the creative simply isn’t strong enough to stand out or effectively address the client’s needs.

How can creative teams improve the chances of their submitted work being selected?

Want to improve the odds of your creative work being selected? Start by thoroughly understanding the client’s needs, objectives, and brand guidelines. Deep dive into their market, competitors, and target audience. Next, present diverse options, each addressing the brief from a unique angle. This demonstrates flexibility and a willingness to explore different possibilities. Be prepared to defend your ideas with solid reasoning, backing them up with data and insights. Clearly articulate the strategic thinking behind your creative choices, showcasing how they align with the client’s goals. Storytelling is paramount. Craft a compelling narrative around your concepts, making them engaging and memorable.

When is the best time to present creative submissions?

Timing can significantly influence the reception of submitted creative work. Presenting too early, before the client has fully defined their needs, can lead to wasted effort. But waiting too long might leave you with insufficient time for revisions and feedback incorporation. Ideally, present your creative submissions after a thorough briefing process, when you have a clear understanding of the client’s expectations and objectives. This also includes internal alignment, ensuring that the creative team is on the same page regarding the overall strategy and direction. Also, consider the client’s internal deadlines and decision-making cycles. Submitting your work when they’re most receptive and have ample time to review it can greatly increase your chances of success.

Who should be involved in the ‘creative submitted’ review process?

Identifying the right stakeholders for the review process is critical. Obviously, the client’s marketing team is essential, providing insights into their brand, target audience, and business objectives. However, don’t overlook other key individuals, such as the CEO or other executive leaders, especially if the campaign has a significant impact on the company’s overall strategy. Internally, involve members from different departments, including account managers, strategists, and even legal representatives, to ensure that the creative work aligns with all relevant aspects of the business. A colleague once pointed out to me that including someone from the sales team in the review process can provide valuable feedback on how the creative will resonate with potential customers.

Unexpectedly: The value of ‘failed’ creative submissions

What most overlook is the inherent value in ‘failed’ creative submissions. Actually, let me rephrase that – even rejected ideas contribute to the overall creative process. Each submission, regardless of its outcome, offers valuable learning opportunities. It provides insights into the client’s preferences, helps refine the creative team’s understanding of the brief, and fosters experimentation. Don’t view rejected work as a failure, but rather as a stepping stone toward a stronger, more effective creative solution. Archive your rejected submissions, as they might spark new ideas or prove useful for future projects. A particular quirk I’ve noticed is that sometimes a rejected idea can be resurrected and successfully implemented for a different client or campaign down the line.

How does technology impact the ‘creative submitted’ process?

Technology has revolutionized the way creative work is submitted, reviewed, and managed. Digital asset management (DAM) systems enable teams to easily store, organize, and share creative files, ensuring that everyone has access to the latest versions. Online collaboration tools facilitate real-time feedback and revisions, streamlining the review process. AI-powered platforms can even analyze creative submissions, providing data-driven insights into their potential effectiveness. For example, AI can predict how well a particular ad will perform based on factors such as visual appeal, messaging, and target audience. Technology is no longer just a tool; it’s an integral part of the creative workflow.

Can data analytics improve the success rate of creative submissions?

Data analytics holds the potential to dramatically improve the success rate of creative submissions. By analyzing past campaign performance, marketers can identify which creative elements resonate most with their target audience. A/B testing allows for experimentation with different versions of creative assets, providing valuable data on what works best. Social listening tools can track public sentiment and identify emerging trends, informing the creative process and ensuring that submissions are relevant and engaging. Furthermore, data analytics can help tailor creative submissions to specific customer segments, increasing their likelihood of acceptance. I’ve seen this firsthand; simply incorporating data-backed insights into creative presentations can significantly boost their perceived value.

The destiny of creative submissions hangs in the balance, often determined by factors beyond pure artistic merit. The industry needs a shift towards greater transparency and data-driven decision-making. Otherwise, brilliant ideas will continue to vanish, unseen, unheard, and unappreciated. Let’s ensure creative work finds its rightful place in the spotlight, contributing to meaningful brand experiences. It’s time for a change.