Advertising | Paul Werth

When I Grow Up, I Want to Win an Addy

November 16th, 2009

It’s that time of year again. Time to look back at the work we’ve done over the past year and see what has Addy award potential. The questions start to swirl:

• “Do we have enough to enter?”
• “What should I have done differently?”
• “What have I seen that might be up for an award?”
• “What are my friends at other agencies entering?”
• “Can I quickly think of a cool idea and produce it for someone, before the entry deadline?”

The last question is interesting. We creatives love to imagine, and sometimes our ideas aren’t right for our current clients. This is a terrific stretch opportunity. I see nothing wrong with developing a great idea and selling it to a prospect — when it’s the right fit. Sometimes, off-the-wall, in-the-moment creativity leads to long-lasting, profitable relationships.

A former boss of mine once came up with an idea, called a potential client and said, “I have a great idea that you must hear.” He met the prospect for drink, wrote a tagline on a cocktail napkin, slid it across the table….and a 10-year relationship was born.

On the flip side of the coin… there’s nothing better than winning an Addy for an existing client, especially if it’s a concept that resulted in increased sales. Years ago there was an award called “Documented Success.” To me, this was the most important Addy of all. This award recognized great creative, great marketing and the work that created the biggest return on investment. What client wouldn’t want to be part of that award?

And then there are the awards won for really good creative, but with little return on investment. Bottom line, these ads failed. Remember: the ultimate goal for advertising is to sell products. If we create something that is a work of art that never sells, we’ll end up being starving artists with a sad reel of unsuccessful work.

I’m proud that Werth has a reel of advertising successes with clear return on investment. Want to join me over coffee or drinks to inspire that next great Addy idea that will drive your sales? Give me a call at 614.224.8114, send me an e-mail at kwaldron@paulwerth.com or leave me a comment on this blog post.

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On Recycled Brands

August 14th, 2009

As a student in my beginning years of college, my fine art professor told me, “You must have a unique style.” Which I didn’t.

As I gravitated toward design, my new professor told me, “Whatever you do, don’t have a unique style. You must adapt and design to your clients’ needs, not yours. An agency whose work all looks the same will be temporary.”

That really stuck with me. It wasn’t just one of those things that I learned in school and applied it because someone told me that was the right answer. It was, and is, one of those things that just makes sense. Her lesson is something that I truly believe and will always think about before approaching any branding project.

But, there are trends, and sometimes those trends tend to grow into styles, and once that happens, it’s all over.

The other day I walked through our break room and saw an annual report lying on the table, designed by another agency. The cover caught my eye because it was smartly designed. But once I opened it, I knew the agency that designed it.

Later in the day, I received a direct mail piece from a company. I investigated further and found that it was created by the agency that designed the annual report. Again, I saw the same trendy look. These work samples were created for two different clients, in different industries—but the designers executed almost the exact same brand guidelines. It seems that the agency is using the same brand for its book of business. That’s just not right. Clients deserve better than recycled brands.

Here’s my approach—and what you will see in the work of Paul Werth’s creative:

The brand represents the one-of-a-kind soul of an organization and should shine through in every work of design. Our work reflects each company’s unique soul, not our own.

Ask yourself this question:

Does your agency interview you before each project, as a continuing opportunity to know what you and your projects are all about? Are they seeing your brand through their company’s lens or the lens of your company’s soul?

I’m interested in hearing your thoughts on authentic and unique, company-specific branding. Please drop me a line, as a comment on this blog or personally, at kwaldron@paulwerth.com.

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