Re: UKNM: Creativity

[Felix Velarde]

On 18/2/99 I read:


> There are severe restrictions with banner ads, but I still see

> no reason why you should not be able to create superb, stunning images

> with the space available. I just think we have been asking the wrong

> people to do it (the briefing, etc., not the designing) and not letting

> the real creative brains have a go


Hi Ray


I agree. The problem, however, as I see it is that those who are 

creative will charge too much - I know that's been the case when 

we've offered to do ads for people like yourself. Our creative team 

gets charged out by the day, and there's no definable limit to how 

much time it will take for a good ad to be written, art directed and 

produced.


A few years ago we did some banners for Snickers. It took the 

creative team at the client's ad agency nine days to come up with 

copy for six ads based on pages we'd written and designed for the web 

site. It then took us around a week to design, produce and get the 

ads approved. (You can see them if you're interested at 

http://www.head-case.com/banners/). They were bloody expensive. But 

they got a click-through rate of (ave) 4.6%.


Unfortunately creativity isn't easily packaged and priced. We charge 

by the day on banners, and we'd make a guesstimate about a cost, but 

you've got to remember factors over and above just the creation and 

production - factors like the time taken to understand what the 

client is selling or offering, and time to understand the creative 

requirements and limitations imposed by the site you are hoping to 

click through to.


We'd be happy to enter any awards you might care to launch - but in 

reality until clients are generally prepared to accept that 

creativity in itself can breed success, and that creativity is in 

itself a commodity, I don't think that we'll see much going on that's 

interesting in the ad banner world.


Best wishes


Felix Velarde

Managing Director Head New Media

[ success is about interaction ]

[ voice  + 44 (0) 171 737 7579 ]

[ http://www.head-newmedia.com ] 

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