“Creative” perception campaign
Improve YoY perception scores of Marketing Architects' creative capabilities.
Marketing Architects
Creative strategy, art direction, design
In our 2024 brand study, audience perception of Marketing Architects’ creative production declined year-over-year. Compounding the issue, prospects cited low creative quality as a top reason for rejecting agencies.
The agency was already undergoing R&D to support our creative arm, and launching educational materials to promote our creative point of view.
I proposed a shift in our homepage creative. I wanted prospects to land on our site and feel that we’re a creative agency, while holding true to our advertising effectiveness roots. At the time, our homepage was text-heavy and visually aligned with advertising platforms. Reducing the amount of information on our homepage and investing in design was a big shift. It required selling the idea internally, hashing out opposing viewpoints and collaborating with marketers on priorities. Overall, the new approach visually aligns Marketing Architects with other ad agencies that have a high focus on both quality creative and effectiveness.
Long-term: increased perception of creative capabilities by 5 points YoY. Short-term: The campaign led to spiked web traffic.
Homepage:
Strategy:I wanted to visually align Marketing Architects with agencies known for quality creative and advertising effectiveness. So I turned to recent winners of the Effies for inspiration.
I found common visual themes, combined them with our own beliefs, and translated them to a creative strategy for our homepage. This included visual connections between creative and performance, emphasizing case studies in the hierarchy of the page, a less-is-more approach, an emphasis on our category and our educational materials.
