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Creativity and the Bottom Line

By Daniel Edwins on June 6, 2013

We’ve got some great brainstormers on our staff. Really. World class. Put us in a room, loosen the reins and watch the ideas flow. Little to nothing is out of bounds. If you think it, say it. First thought, best thought. Nothing negative. The best ideas come when riffing off one another, jazz-style. It’s fantastic.

I love the creative end of what we do. From brainstorming to graphics development to copywriting, I get juiced by every last bit of it. The ability to be creative – and to work with other creative individuals – is one of the reasons I gravitated toward this line of work some 15 years ago. I’m energized by it each and every day.

But here’s the deal … in order for us to successfully counsel our clients, there has to be more than just creativity involved.

I’m troubled by the many reports of others in our industry pushing ideas that – while extraordinarily creative – lack the ability to positively impact a brand’s bottom line. And the top dogs in business are equally troubled. A recent survey found that 73% of CEOs and decision makers think marketers “lack business credibility and are not the business growth generators they should be.”

One of the reasons I think we’ve been successful as a company is that we know the importance of blending bottom-line awareness with each and every one of our marketing efforts. That doesn’t mean we live and die by the rise and fall of KPI – believe me, we understand the value of brand building better than most – but to embark on any marketing campaign without a clear sense of how the effort will be measured and how it can positively impact the bottom line … well, it’s a miss. It is. And that’s a fact.

Our industry is and always will be noticed for our creative work. But we must also embrace the mindset of any good CFO and CEO. Blend a bottom-line awareness with an extraordinary idea creatively executed, and you’ll see a successful marketing campaign.

About Daniel

Daniel joined Neuger Communications Group in 2008. He is an experienced web designer and developer with a passion for creating functional and user-centered custom websites and mobile apps. He enjoys creating and employing websites and other technology-based solutions to help clients meet their goals. Daniel is a friendly guide for our web development clients, effortlessly translating tech-speak into language they can understand. Read More »

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