In this presentation we look what role advertising agencies play in todays heavily commodities market.

1. Creative v
Business© New Republique 2014

2. In this presentation we will
be assessing the role of the
creatives in business.

3. We all know the story of the
right brain v left brain.
One is more emotion-driven
and the other is more logic-driven.
Most of us tend to be dominated by one side.
The lucky few are run by a balance of both.

4. But in advertising, where we
are fundamentally the sales
and communications part of
the marketing pie, what is
the right mix and are these
differences becoming
redundant parts of the pie?

5. As you know, most creative
agencies are predominantly
run by ‘creatives’ and the odd
strategist.

6. But most creatives and strategists
have never run a business.
So how can they recommend a
solution to a business if they don’t
have any formal understanding of
a balance sheet or the operational
implications of ideas?

7. Why on earth would clients spend millions with ad agencies. What is the benefit?

8. The answer is simple.
It’s all about balance.
Marketers need people around them
who are not constrained by the
realms of possibility of the business.
They need people without
restrictions to come up with ideas
that will move the business forward.

9. You see, knowledge is as restrictive
as it is powerful.
Sometimes the best ideas come
from people with the least
knowledge. The reason they can
solve a problem, is because they
are unrestrained by assumptions or
past experiences.

10. Today’s creatives differ from
creatives of the past. They
have completely new skill
sets to complement
their marketing counterparts.
Source: David Armano

11. This is the new advertising
and client synergy and it’s
vital in driving better sales
results.
It’s the partnering of
numbers focused client-side
marketing with limitless
expressive, creative ideas.
Clients rely too heavily on
creatives to solve all aspects
of the puzzle. They need to
understand that it is balance
we should be all striving for.

12. A great example of this is Old
Spice guy campaign. The creative
idea saw limitless growth
opportunities with millions of
people sharing the idea.
However it was the integration of
the idea with heavy retail
couponing that resulted in the
massive spike in sales.
It’s a perfect example of balance
between marketing and creative.

13. Great brands and great sales
are built on the harmonic
balance of IQ and EQ.
We must always strive to
create work that is not only
emotionally engaging but also
logically engaging.
This is what the partnership
between marketing and
creative can offer.

14. Ultimately, the question is, how balanced is your brand?

15. About the Author:
My name is Nima Yassini. I am the founder and CEO of creative agency New
Republique located in Sydney, Australia.
Since our inception, our mission has been to create a home for talent and ideas that
change our world.
We have been fortunate to bring our magic to brands such as Coca-Cola, Zurich and
The University of Western Sydney.
Find out more about us at: www.newrepublique.com
or contact us at +61 2 9332 2218