Week 9: Looking Into the Creative Process at Digicom

Welcome everyone to another week of my blog. My onsite experience at Digicom has taught me that campaigns are ever-changing. Just because an advertisement drives results for a business one week doesn’t guarantee that it will perform the same the next week. A long-term successful advertising campaign always needs to test new creatives. In week 4 of my senior project blog, I delved into the analytical side of creative testing, where I covered the important metrics to optimize for, such as CTR (click-through rate), CPM (cost per thousand impressions), CPA (cost per acquisition), and ROAS (return on ad spend). I would recommend reading my week four blogs if you have not gotten the chance yet. But basically, when certain advertisements outperform others, a larger portion of the campaign budget will be allocated to the top-performing ad. 

Although in prior weeks I have looked at the analytical side of creative testing, I have started dipping my toes deeper and deeper into the creative side of advertising. Digicom is an advertising agency that focuses on data-driven results, but they still have a creative sector of their business. When the data analysts at Digicom want to test a new creative for one of their clients, they need to write up a creative brief. This brief is then used by Digicom’s creative team to generate the ad. The advertisement is sent back to the analysts, where an additional creative request might be made to adjust the ad. After many back-and-forths between the analysts and creative team, the ad will eventually be finalized. The last step is for the growth marketer at Digicom to review the creative with the client to double-check that the advertisement aligns with the client’s brand. After all these steps are completed, the advertisement is launched within a campaign.

Over the last few weeks, I have been responsible for writing multiple creative briefs. During this experience, I have learned to really exercise my creative thinking. I have needed to juggle between which combination of creative formats and advertisement styles to utilize within a creative request. In next week’s blog, I will lay out these formats. Thanks as always for tuning in, and see you all next week.