Advertising: Issues & Insights: #4: Creative Concepts

Research & Evaluation in Advertising

I was having trouble on the topic of this blog. Research and evaluation in advertising doesn't strike me as an interesting or fun topic to write about. So naturally, I started to Google the subject. While looking into the purposes of research in advertising, I came across "creative concept research." AQR says this term refers to a form of qualitative advertising research. Creative ideas are studied to advance the development of the most effective ideas.

I found a dozen or so websites that explained the process in great detail. I could show them to you, but I won't. I will however, show you my favorite of the bunch:

http://www.creativeconcepts.ae/index.html

The above website is for a company (Creative Concepts) which takes brands and makes them brilliant. It caught my eye right away with it's unique homepage. The company, founded ten years ago, is based in the Middle East. Dubai, to be more specific. I think their "About Us" page is phenomenal. It provides a very brief background of the company and it tells the viewer what they are all about.

"Creative Concepts exude originality and are responsible for many award winning brand, marketing and creative campaigns in the Middle East. Our unique approach combined with the development of our original concepts ensures that our clients continue to shine – year after year.

We love what we do and we LISTEN to our clients. We interpret your vision, creating sparkling brand identities and crisp marketing copy. We offer our clients cost effective, creative and original solutions to advance their business and we become what is essentially – a part of their team.

Our strength lies in our ability to translate a client’s vision into a reality."

In just a few short paragraphs they had me wanting to work with them. And if that wasn't enough, the "Services" page will surely do the trick. People like honesty and this company seems to be very imaginative and honest.

"The essence of our service:

Well done is better than well said. Give people more than they expect. If we don't take care of you, someone else will. We may not have the answer, but we'll find it, we may not have the time but we'll make it."

When a client signs on, they want to feel like they are your top priority, and I think the statement above, does just that. They are straightforward saying that they may not always have the answers, but they will not stop until they do.

On the Creative Concepts "Portfolio" page, you can find several pieces the company has created for it's clients. And I should mention, big name clients, such as, Microsoft, Dell, Cisco Systems, Norton, Rotana, EMC, Juniper Networks, etc. Obviously this company is doing very well, and I can see why, if their services are anything like what their website describes. Take a look at some of their work:

So, now that my blog has inadvertently become a advocate for Creative Concepts, I want to finish off with an interesting article I found on Smashingapps.com, titled 31 Masterpieces Of Creative And Clever Advertising Concepts. Here are a few of the ads: