creative brief Archives - Syneka Marketing

Creativity and Strategy

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Success starts with strategy. In a marketing context, this means creative material should not only look good, but also serve a purpose.

Having a strategy behind your creative materials means the difference between meeting your goals: such as increasing sales of a product or service, providing incentives for potential customers to engage with your brand, or to raise awareness of what you have to offer.

Strategy requires planning, research and determining measurable outcomes.

When I work on a creative project, the first thing I do is develop a plan on how to achieve the outcomes my clients require. The plan identifies the information I need to write a creative brief, the research that is needed, as well as time frames to undertake tasks and engage suppliers.

From the research, I determine measurable outcomes that my clients can use to assess the success of the creative project. Providing measurable outcomes enables evaluation, and is a great way to determine return on investment.

Once the strategy is in place, I implement the creative outcomes with my design team. Having a strategy ensures that they understand what they need to do, and the expectations upon the delivery of work.

Creativity through a marketing agency like Syneka Marketing is more than just designing something that looks good, it is about developing content that enables you to achieve your goals.

Natalia Perera is the Creative Director of Syneka Marketing

What is a Creative Director?

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As the Creative Director of Syneka Marketing, I would like to discuss what the role entails and how I work with our other teams.

I officially became the Creative Director of Syneka in 2012. As a result of our clients asking us for Creative services, we transitioned into a full service marketing agency.

I have always had a strong eye for detail, an understanding of design and creative concepts, as well as a passion for the arts.

Creative Directors generally exist in advertising, marketing, graphic design, film and media agencies. A Creative Director is someone who will make decisions about the creative content produced by an agency. In my role, I undertake a lot of research before I make decisions on print and digital layouts, copywriting and the production of events.

Creative Directors usually provide direction to other staff or contractors in an agency. I provide this direction through a creative brief. I also develop presentations to support the Creative Brief, as I have found that Graphic Designers tend to be visual people. I also lead meetings and workshops to ensure that my team produce high quality work.

I also have the opportunity to undertake some of the Graphic design work. I believe that this keeps me grounded and enables me to understand the programs designers work with and the ability to turn ideas into reality. It also enables me to effectively manage my expectations when I manage others who use these programs.

My role at Syneka Marketing also incorporates pitching for new work with our prospective clients. I find that my creativity enables me to think outside the square to provide innovative solutions that solve our client’s needs.

Being a Creative Director is a very rewarding career, as I have the ability to use my creativity every day during work.