In marketing communications, as in lots of professions, experience can be invaluable. It usually means you have more tools to assess situations, come up with solutions and generally do your job better. Experience also gives you more confidence in approaching all those things. And perhaps even with more conviction in your assessments and solutions. But there, I’m here to tell you, is the rub.
As a longtime ad guy, I believe a true communications concept for an ad, a sign, an offering on a web site, anything, transcends a mere headline-and-visual combination and has more selling power.
In today’s world, for many communications assignments, a writer comes up with a headline, then it’s the art director or designer’s job to “find a visual to go with it.” Which all too often ends up being a stock photo that adds little or nothing to the idea, besides representing the category.
Communications concepts, on the other hand, are ideas where the headline and visual combine to make a compelling statement. They engage you and make a point all at once. Not that a terrific headline or visual can’t do that on its own. But it’s rare.