Many agencies think creativity is about taking chances. Most clients prefer to make safe bets. They’re both (half) right.
The tried and tested route is more treacherous than you would think. Blindly follow what works for other brands and you can easily slip into irrelevance or worse, cliché. You’ll never rise above competitors by just copying them.
But a unique idea – however clever, exciting or pretty – is worthless if it doesn’t resonate with the right people. When you’re fighting for ever-decreasing attention spans you have to really know your audiences before you can capture their imaginations. Who are they? What are their motivations? Where will they see you? Why should they care?