One of our copywriters, Guillermo López, talks about his work for the agency, and reflects on the importance of advertising and its ability to evolve with society and connect with consumers.
What are the essentials in a briefing that help to guarantee the right results?
To be honest, the more complete a brief is, the clearer the client’s goals and requirements, and this is crucial for us to find the most innovative or creative solution and ensure them a successful project. In the end, it is not the same walking into a tailor and ordering a shirt that telling them to make a shirt to be cuffed and wore with this particular suit and tie, for example.
How are the most creative ideas generated?
I do not think there are more or less creative ideas, but rather more or less efficient ideas. Many people think that creatives are people staring at the wall all day holding a pencil in their mouth, waiting for a good idea to appear, but the truth is that our work is to study in depth every client, getting immersed in their market, product, target, competitors… We try to understand their sphere so our ideas strike the right responsive chord. One this is achieved, we can work for the muse to appear 😉
What is the role of ‘the emotional’ in a campaign?
To me, that is its most significant part. In fact, if we are not capable of getting any reaction in the audience, our work is empty. The problem is that every time the term ‘emotional’ appears, it brings to mind lachrymose campaigns, when the truth is that it also refers to laugh, empathy, anger, fear… Emotions are all equally important, and every campaign should arise a small part of each. How we can achieve all this… that is another story.
Specializing is… an advantage or a limitation?
Except if you have superpowers, and clearly it is not my case, I always hold the opinion that overextending yourself equals to no focus at all. And focusing is important.
A consumer receives a high number of advertising hits every day. Have we lost our capacity of being surprised?
In the creative department, our work consists in answering that question every day, so I cannot possibly reveal the secret. But if something defines advertising is its capacity of transformation, its adaptability. Many times, advertising evolves even faster than the consumers’ minds. This is why everything is about to finding out what is going on, and look for new messages, contents that allow us to connect with the target audiences and arise in them those emotions we mentioned before.
