It's the creative, stupid
After all the research, all the analysis, all the arguments, what's left is the mail pack or the press ad or the website or the DRTV commercial. And unless the creative work is outstanding, nothing else really matters. The consumer responds to what they see, not the strategy or the media plan. And when there are so many messages bombarding them, the consumer is only going to respond to the ones that stand out.
Which is why at WPN creative is the heart of what we do. We have a higher proportion of creative people to account management than most other agencies: almost half the agency is creative or creative-related. And at WPN the creatives aren't hidden away. They work closely with the clients, presenting the work, talking it through.
And yes, we respect the traditions of getting results through creativity. We know that some things really do work. But that never stops us finding better ways, too. Somebody, after all, has to write the new rules.
Meet Maria Phillips, Creative Partner and Diane Williams, Deputy Creative Director
