What the agencies want
How do you convince agencies/creatives that wide-format print deserves a bigger share of the media budget? Donna Brown, head of offline production at OgilvyOne Worldwide, tells it as she sees it.
But this certainly doesn't mean that traditional methods have become redundant, even though the marketplace might well have undergone some big changes in recent years. Print is now only part of the media mix - it's sharing a stage with many other mediums. But, the point is, wide-format printing (and many other forms of print like direct mail) has quietly been progressing with the same leaps and bounds in technology as the digital world. The capabilities of the print equipment and the applications potential is enormous - and very clever. It's waiting to be utilised and to be utilised well, but are agencies and clients aware of all the changes that have taken place and the new opportunities that those changes in technology present them?
Creatives, designers and advertisers could well be missing out on some stunningly innovative uses of some seemingly traditional methods of display, simply because they don't know what's achievable. The speed of change and development within the print industry has made it possible for the advertiser to fit a square peg into a round hole, but its clear that only a small proportion are aware of that opportunity.
Messaging can now be displayed at almost any size, on almost any material, on any structure and it can be more targeted and personalised too. The only limits are the imagination. Let the creative department into this and they'll have a field day! And, whilst they're busy developing relevant, abruptive and 'award-winning' messages to place into these round holes, the production people can keep a lid on costs and control timings too. As advertising agency production people our role is to be aware of what is possible, produce it cost effectively, and as quickly as possible and without compromising quality. It's not necessarily that good production values can make or break a good idea, but it can certainly help to bring it to life and to help create impact.
Print suppliers have always, in my opinion, been masters of adaptation and reinvention. They are used to doing this in order to ensure that they survive. More than ever, it's imperative that they continue to evolve their offering to compete against the other forms of communication, which have over recent times, attracted more notice. But, it's just as imperative that they get their message out to all relevant parties within the design and agency communities.
1. It's never been done before
If you have produced something truly innovative, or that breaks new ground, or that has never been done before, then tell us (the agencies/design houses). Shout about it from the roof-tops. If you can show true innovation to a creative team in an agency, you will get them excited. Don't be afraid to bring ideas to us. Help us to break new boundaries and teach us a thing or two!
2. Keep us informed:
Show us examples, from the smallest to the largest, the most unusual to the weirdest. An increasing amount of outdoor production is now purchased as a media and production inclusive deal. This can mean that the agency is not always aware of the changes to your business and the new products that you may be offering. So, to help make us aware, we need you to tell us what you can do. Ideally you need to do this in our language and demonstrate an understanding of the role of a creative agency in the marketplace. This will ensure that you can build better relationships with agencies.
3. Why we would use wide-format print?
It's striking, it can demonstrate innovation, it reaches the masses, it has impact and it brightens up the surroundings in which the target market exists. We see great work all around us, but it's not so easy to find out who produced it or how it was made possible. When you do something fantastic tell the agencies - but make a song and dance about it to ensure that it gets the attention that it deserves. And use images - we are visual people.
4. Be good at the detail
To be confident of using the opportunities of wide-format display, advertisers need to be able to feel confident that things will go smoothly. Quite simply, producing big stuff can scare people. Demonstrating your experience and knowledge will provide the reassurance that we need. You need to be able to demonstrate that quality control is a given, from the technical site surveys, installation considerations to the quality of the reproduction. Be prepared to advise on Council approvals and if possible on the use of guerilla tactics
5. Innovation
Challenge your industry suppliers and manufacturers to make new and exciting products more accessible and more cost effective for you and for us as end users. The more that you can offer to us the more we can utilise in ever-changing creative ways.
6. Large-format can learn from small-format
The use of variable print in direct mail and in the small-format print industry has been used well and now enables companies to speak intelligently to its customers on a one-to-one basis. It got off to a slow start but is now very clever and fundamental to many marketing strategies. The large-format industry needs to catch up fast and benefit from all that has been learnt in small-format industry. In many respects the learning has been done and it's your opportunity to not fall down the same pitfalls.
7. Help us and help yourselves
Think innovatively and share the results. If you've been part of a campaign that achieved great results then hold onto those stats and use them. If you are not getting that information, then ask for it. Agencies are judged by their results. We need this feedback for ammunition. It's not always easy to get this information from our clients, but we can all state a better case if we have it. Always ask for feedback on performance.
8. Relationships
Become invaluable to our business. Help us to solve problems. Be prepared to test and prove whether something works. Think of yourself as an extension to our team and share our passion. Help us to make things work and then reap the benefits with us.