We’ve just reached the end of another project here at Glue – a mobile application for a Scottish arts festival. Published on both iOS and Android, the app provides visitors to the festival with competition results, event times and a map to see where all of the events are taking place. This will be added into the portfolio when the main Glue website’s redesigned – something we’re in the middle of doing now. It’s this process of redesigning the website that got us thinking – why do people actually hire creative agencies and how can we best reach our target market.
“Creative Agency” will probably either bring into your minds eye the image of 1960’s style Mad Men office or a hip and trendy Shoreditch office. Either way, there’ll more than likely be people discussing ideas about art or creativity. While this is true in some ways – the purpose of a creative agency is to create something beautiful; the actual job of a creative agency (in 90% of cases, the other 10% being public services or charities) is to make more money for the people that gave them the job in the first place.
Let’s look at a simplified (faux) case study:
Bob is a man who sells burgers. He knows everything there is to know about burgers and could certainly fry up a better burger than me. No one knows about Bob’s Burgers though – because his logo looks like dirt pushed between two beige lumps and no one wants to go to his van, which is on a row full of vans with a clear message – “Our Burger’s Taste Great”.
Now, Bob needs a new logo. He doesn’t need a new logo because he wants to impress his peers – he needs a new logo because that new logo will get the drunken masses looking at his van and thinking – “Damn, I want one of Bob’s Burgers”. The money Bob has spent on a new logo, will be reclaimed in burger sales within a few weeks or months.
Well, sort of, but at the same time not instantly. One of the most useful pieces of advice I ever received was:
“People don’t buy a drill bit because they want a drill bit, people buy a drill bit because they want a hole in a wall”
This is the sort of thinking more people need to employ when looking at creative agencies. You’re not contacting a creative agency because you want a new logo, website, app or anything else they can make. You’re contacting a creative agency because you want to make more money.
If you’d like to find out how we can work together to make something excellent, send an email to firstname.lastname@example.org and we’ll be back in touch asap.