Digital advertising needs better creative work to grow clients
In the digital space, successful creativity lies in shifting spend to digitally driven ideas – work that is naturally assimilated into the lives of consumers and goes way beyond wallpaper and banner ads, maintains Connect Joe Public managing partner Dani Morley. Though digital advertising has in many respects come a long way in the past few years, she says, it’s lost a certain deeper, richer level of creativity. “Now that the idea of integrated services is settling, we need to concentrate on delivering more compelling creative work in the digital space in order to grow our clients effectively.” She adds that this is in line with Joe Public’s purpose, which is “growth to the power of n”, and that the creative idea must deliver. This seems to be something Connect Joe Public is getting right – despite being just over two years old, the agency had great success at the recent New Generation Awards, walking away with 15 awards, including that of Overall Agency of the Year. Morley believes...
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