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Creative Impact Agency (Crowley Ltd) announced today that it was recently honored for Outstanding Use of Online Media (advertising, media & PR). This is the second consecutive time that CIA was a finalist for an Advertising Awards. For the advertising industry, this is quite an achievement. Previously, CIA was not even invited to take part in the Webby Awards, given out at the World Wide Web headquarters in London. Although it may be surprising that an advertising agency would receive such award, considering the company's recent financial problems, this is in fact nothing short of a victory. The success of the Creative Impact Agency is founded on many factors.
The first of these factors centers on its creative department. It's a small department but one with a creative genius lurking inside. The creativity in question is the company's ability to produce an advertising campaign that captivates. In a world where visuals and audio are king, Crowley manages to combine visual and auditory impact to create a campaign that is captivating, entertaining and - most importantly - effective. The advertising success of the Creative Impact Agency can be credited to the work of its creative director, Michael Gilbert.
Another factor credited to the success of the agency's online effort is the company's flexibility. The ability of the employees of the C.I. to change course mid-course without jeopardizing any part of the original campaign is one of the marks of a good agency. In short, it's a brand that stays adaptable no matter what the circumstances.
Another crucial factor credited to the success of the C.I. campaign is its interactive design. It's the job of the creative team at the impact agency to ensure that each piece of online content - from the blog posts on the CIA's official site to the TV, radio and print advertisements - has been designed to maximize its potential as a marketing tool.
By doing so, the agency is able to present information in a way that brings out its intended characteristics. For instance, rather than making the blog post look boring and repetitive by splashing the words "blog post" over in loud fonts and big font, the agency instead breaks the content up into a few brief paragraphs that engage and intrigue the reader. At the same time, the font type and size are still large and bold enough to deliver the intended message. In a world where online content is king, this is a critical trait. This same notion is applied to the other online content, as well.
A key to the success of the agency's online efforts is consistency. The brand needs to maintain and develop its online reputation over time - even if it does experience some setbacks. Consistency also helps the brand build trust with its target audience. When the online brand consistently shows up on search results for the given keywords, then the target audience will have a sense of familiarity and comfort with the brand. Therefore, a great deal of time and effort is put into developing and nurturing an online reputation through consistent promotional efforts.
Additionally, the creative team at the impact agency will be able to help build brand awareness. The online world is packed full of social media sites such as Twitter, LinkedIn, Facebook and Google+ - all of which provide a means for the brand to promote itself in a variety of ways. The creatives at the agency can help to create content that is not only interesting and informative, but engaging as well. As these sites continue to evolve, so too do the social norms. When something that was once thought to be acceptable is viewed as offensive or questionable, the brand could find itself being forced to make changes. By being an active participant in online discussions, a brand ensures that it is never far from the spotlight, even when it moves away from the public eye.
Finally, the creative impact agency can help a brand secure its place in online marketing through search engine optimization (SEO). This helps to ensure that a brand is not only visible to the public, but is also easily readable by potential customers. If an online user is unable to find what he or she is looking for, or is presented with a confusing range of choices, then the opportunity for a brand to build a positive reputation and a strong online presence has been lost. It is important that a brand fully understands the importance of SEO, and how it affects their website. That way, they are better prepared to weather any storm, and ensure that their brand stands head and shoulders above competitors in an increasingly competitive online marketplace.
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