Does creativity matter?  The answer is obvious.  Why, then, are most paid media messages dull, insipid, or irritating?

Have marketers lost sight of the power of thoughtful, unexpected, entertaining communication to drive results and to fuel all elements of the marketing mix?

Maybe.  Or perhaps ad agencies have become blind (or lazy).

Today, technology and competitors move so fast that product or service advantages have a short shelf-life. In fact, such advantages are nigh unto meaningless unless you’ve created an emotional bond with your target audience.   Trust and loyalty, in other words.

And plain-Jane, parity advertising won’t get that job done.  Unless your brand stands for boredom.

A respected marketing man once said, “creativity is the last remaining legal means you have to gain an unfair advantage over your competition.”   Amen.

To that end, clients should demand (and this often requires considerable bravery) daring, distinctive advertising that can separate their product or service from the pack – that can differentiate, build and solidify their position in the consumer’s mind – and do it with enough charisma, charm or edge to leave people leaning forward, thinking, smiling and believing.

When people feel kindly about a product and feel an affinity toward a brand (thanks to that kind of message), that product preempts the appeal of the entire category.  It jumps to the front of that imaginary line of competitors in the consumer’s mind.  

I believe effectiveness and creativity are inseparably linked.  Siamese twins.  As a recent national study declared, “award-winning advertising is four to five times more likely to reach client goals than non-award winning work.”

Gary Goldsmith, chairman of Goldsmith/Jeffrey, New York City, said, “More and more clients are realizing creative ads work better, are more memorable and make their point more effectively in the marketplace. You can run a good creative ad fewer times.  People can remember it after seeing it three times rather than 30 times.” 

Creativity, of the intelligent sort, counts.  A lot.  Because that’s how you connect with consumers.  That’s how you use your budget more efficiently.  That’s how you build awareness and sales in today’s cluttered media environment.