Measure the Effect: Design Business
Out of context: Reply #16
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- stem0
Like I said earlier, design/advertising deals in human emotions and even if you define you target market well, your design/campaign is speculative (a guess).
No matter how you try to dress this up and create reams of presentation to justify the idea. If it doesn't connect with people, it's lost.
The only solution (if you could call it one) is a close working relationship between client and creative. One factor which shouldn't be overlooked is the feedback from the client. I guess what tends to happen is that when the result doesn't go well, the creative team are sacked because it was their fault.
Maybe this is why creative agencies exist, as opposed to in house creatives? Yeah, companies have marketing teams, but if the project fails (financially) they can just blame that useless bunch of arseholes down at the agency. They get to keep their job!