Recently I was looking through an advertising agency’s website. It was very creative and engaging, full of well crafted photos and imaginative copy. But I noticed that throughout the entire site they kept saying “award winning” for everything from their ads to the CEO’s bio. Over and over they mentioned the awards. It was like they wanted to validate their work based on all the industry awards they’ve collected. My first thought was whether they actually helped clients gain business through their efforts, which is really the point in my mind.
When creativity has to be applied to business, there is always an ultimate purpose– to make more money. This is another one of those constraints we often talk about. But, like all constraints, when we know going in what the final goals are, it’s much easier to create with the right focus in mind.
I took this on a cool, early morning bike ride a few weeks ago.