We are a creative agency

For many, ‘creative’ suggests something visual. In the old days the ‘creative department’ was where the graphic designers of your new identity, website, advertising etc. were to be found.

In today’s complex and competitive market a different, more all-encompassing understanding of ‘creative’ is required. It’s about assessing the business objectives in conjunction with the marketing environment; it’s about focusing as much on the most effective route to reach an audience as on the message and its execution. For us, creativity lies at the heart of everything we think and do.

Here are some of our current thoughts about the bigger picture

Message first, not media

What do you want to say? Why are you saying it? Who are you saying it to? What action do you want them to take as a result? The what, why, who, and how come before the where. It is true that media can form part of the message and be a way to differentiate, but it should not be the primary driver of creative communications.

A new media model

During the past few years of our existence as a creative design agency we have seen the face of marketing change more than in any previous decade – and it’s a trend unlikely to change any time soon. There is more varied media and technology than ever before, each claiming to be the silver bullet. The truth? None of them are and all of them are – all at the same time.

What’s needed is a new media model that’s not just about new media: a model that takes a holistic approach and uses multiple media, collectively, to communicate the overall message to defined audiences.

People are different – treat them that way

The information a CEO in the finance industry wants is different to that required by a technical manager in retail. The motivations of a 20-year-old female student are different to those of a 50-year-old mother of three. All could be your customer; all will respond better when messages are tailored and relevant to them as individuals.

Your audience is listening – and demanding

Audiences want information on their terms, that they can access when and where they find convenient. What’s more, they want content that is genuine and meaningful. They want to be informed, involved, educated, engaged and entertained. This is true whether you are undertaking consumer or B2B branding communications.

Some people will appreciate the immediacy of email marketing, while others may resent the intrusion. For some a brand comes alive in video; others prefer to immerse themselves in the printed page. So, when it comes to media it’s about considering the multiple media that take these personal preferences into account.

Telling your story

Your brand has a story and as such is best divided into chapters, each with its own focus. Keep messaging single minded; each communication should take a single aspect of your product or service and lead with it. Try to achieve too much in one chapter and your messaging will be diluted and the audience confused. Keep your messages simple and clear; this way your overall story is amplified.

Creative execution

The essence of what you’re saying may be the same as your competitors or have been said before. However, the way that you say and deliver it can make all the difference. Of course, when a unique proposition can be developed it deserves a creative execution that cuts through the noise and gains real attention.

A different media to the norm; a new interpretation of a message; an execution which makes the communication more personal. These are all ways you can change perceptions, create traction and impact, and directly affect the effectiveness of your messages.

Brand flex

Your brand and its marketing communications need to adapt to evolving environments. You need to achieve greater levels of flexibility and creativity while staying true to your brand’s essence, values and messages.

At the same time, the messages need to be conveyed in a way that takes account of the media that’s carrying them: you can take a more edgy approach to the content of a viral video than a print advert, for example. The same message is communicated, but using a different approach in order to be effective. What remains vital is the integrity of the brand and the message that is being conveyed.

Our promise

Creativity is the thing we will bring to your business, brand and communications. It’s our brand’s promise to yours.

Of course, how this creativity manifests itself will depend upon your business issue – a campaign to attract new customers needs a different kind of thinking to a communication intended to get employees more engaged with your brand. One of the key ways we manage these differences in thinking is through our 360 methodology, an approach which can be deployed at both a strategic and tactical level. You can read more about 360 here

Creativity never stops

For us the creative process is ongoing. Every day brings new discoveries and we are happy to share our insights and observations with you. You can do this by taking an RSS feed directly from our blog, follow us on facebook or twitter or subscribe to our occasional newswire ozone.

Working within a global business, and one that has to react to ever-changing market dynamics, means we need a creative communications agency with real agility. Over the years Origin has consistently responded to these changes, delivering considered and creative work, supported with a high standard of service.

Dell