Why Creative Is Important

In the advertising and marketing field, the word creative is used to describe the work produced by the creative team at an agency, typically in the form of concept, copy writing and graphic design.

For example, if we were to design a poster for you, the artwork would be called the 'creative'. You would say, "Let's see the creative...", and we would show you a proof of your poster.

This is advertising jargon.

At Francomedia, we describe ourselves as a boutique creative agency, meaning a relatively small group of very talented people that produce creative for various purposes. We are not an advertising agency, although that's the best way to describe us to people that don't understand our vernacular for the word 'creative'.

Many people have trouble understanding when or why they need creative supplied by an agency. A good example of this is the good old-fashioned power point presentation. Nearly every working stiff with a mouse can create a power point presentation, which is why so many companies don't see the need to hire a creative agency to supply creative for such a common item. Especially, since they can have their most junior person do it.

So, why hire a creative design agency to do your power point?

Everything is marketing. It doesn't matter if you are presenting something internally or to a crowd of investors, your power point is your marketing. And, when it looks like a grade school kid made it for you, how does that reflect on you? I have seen many corporate power points, and honestly, my kids make better looking/working ones than I've seen by some big companies, and they're in grade 3.

Great creative can do a lot of things for your power point (or anything else for that matter), and, it doesn't have to be expensive. Here's what professional creative will do for you:

1. Make you look credible. If you are looking to the audience for investment on an idea or a company and you can't even get your headings to line up page after page, how are they supposed to feel about investing with you?
2. Make you look professional. If you are presenting a recommendation to upper management or a board of directors and you have clip art images strewn throughout, are they supposed to take you seriously or try figure out where on their fridge to post your 'art'?
3. Make you look capable. If you try to communicate a concept by embedding a certain graphic, sound or video into your presentation but it never seems to work smoothly (or at all), how is your audience supposed to feel about your ability to see things through without error?
4. Make you compelling. If you have a clean, well designed presentation, that runs smoothly, you will hold the audiences attention - at which point your presentation will come down to your content... which is what it's supposed to be about, right?
5. Make you effective. If your presentation is properly designed and crafted, a good creative person will know what information to highlight and how to make those points ring true with the intended audience. That's important, right?

With all these benefits, you would think that hiring a creative team to build this for you would be a no brainer... but, often is the case where someone feels that they can do it internally and save the couple of bucks. What is the cost of lost credibility or a lost sale, or a lost investment?

Doing your own presentation is a great way to have your audience set very low expectations for you and what you are presenting. And, it doesn't take much effort for a creative professional to polish a presentation up, if even just to get some consistency throughout.

Even though, we used power point presentations as an example, hiring the right person for the job applies to just about anything in business. But when it comes to marketing your company, internally or eternally, you need to put your best foot forward and do everything you can to ensure your brand is exemplified and that people trust and believe what you present, on a screen or in an ad.

So, the next time you are planning to make a presentation, ask yourself if it's important that people hear your message and believe it. Then give a creative agency a call.