I do not regard Advertising as entertainment or an art form, but as a medium of information. - David Ogilvy
Advertising is not a form of entertainment, nor is it an art. The sole purpose of an advertising agency is to reach out to the masses. Advertising is a form of communication. It is a way of informing people about a particular service or a product. It is a salaried form of exchanging information, where the firm or the people involved in promoting a brand, get paid for persuading and attracting the audience. Marketing a product to the potential consumers, increasing the sales and informing the audience, are some of the major reasons as to why people seek to advertise their brand or services.
A creative ad agency is a place where people are inclined towards changing the face of marketing. It is a place where people commit themselves to creative writing and coming up with new ideas. Thinking ‘out-of-the-box’ and reaching out to people differently are the only conditions these geniuses follow. For these, advertising is not an art. It is a way of communication, it is the ability to communicate with people differently, educate them on something in a different manner and convince them to buy it.
A creative advertisement is an ad that urges people to think, it is not something that is senseless and mindless. A good ad is an ad that can attract people without gaining mileage through the medium of cheap publicity. A creative ad agency is not a team creating something cheesy and hilariously funny. It is about creating something that makes people pay attention to it, ponder about it and come to a conclusion, that they need it. Convincing people and making a fool out of them is easy, but giving them the liberty to think for themselves and contemplate, is difficult. Advertising as a whole, should and is destined to make that change, when it comes to marketing.
The main function of an advertising agency is to understand the client's objective and target and create a plan based on it. An advertising agency is an agency abuzz with weirdly creative people who have a different mindset, or people who always come up with extraordinary ideas. It is an organization, where dedicated people work together to create, plan and handle advertising services to market, strategize and promote their client brand or services in the most effective way. So if people still think advertisers are a group of magicians, who make miracles happen, tell them they are simple people who are geniuses in their own way, as they know what they want to convey to the masses effectively.
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Jason Rego is a veteran Adman. His experience in this field makes him well versed with all the peculiarities and nuances of an advertising agency.
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