Creative & Production

There is often thought to be something of an aura of mystery surrounding the creative process and production of TV advertisements. But in essence it comes down, as much in life, to relationships and understanding. Understanding you, the client, your product and the people we want to buy it.

All this information will be distilled into a brief that our creative teams take and work their magic on to design commercials that sell. Whether it is brand awareness for a new player into the market, broadening the appeal of an existing product or aiming for an increased trial we will work with you to develop the promotion and creative.

Once we meet we will guide you and get your agreement on these questions:

• Who are we talking to? (The target audience)
• What is the ONE thing we want to say?
• How are we saying it?
• What length of commercial is required?

As a viewer of commercials yourself you’ll have thoughts on what you like or don’t like, of what you think works or doesn’t work. When it comes to producing your own commercial though often the hardest thing is distilling a brief down to one main message, the one thing that we think will make people buy. After all the most responsive advertisements are those that give viewer’s one message and deliver it effectively.

There are similar mysteries surrounding TV production. To be sure budgets can be huge and the production values suitable for any Hollywood movie. But such extravagance doesn’t always help the bottom line or fit the brief. We work with a range of production companies both in this country and abroad (where costs can often be more flexible).

The art and craft of Creative and Production is about bringing together the right people to create and deliver effective and responsive advertising. If it doesn’t work you won’t be back. If it does work you will be back and hopefully tell others about the The TV Advertising Agency.