Creative & Production
Subjects that cover so much ground, where does one begin?
The best place to start is to understand the product and to know the audience. It’s about shaping and articulating a message that brings the two together in an engaging and meaningful way — when your message meets the mission for Needs Awareness and Needs Satisfaction — that’s when prospects Take Action.
At JKR the creative emphasis is on fundamentals. Pretty pictures, clever copy, dazzling visuals and gripping sound effects are all fine and dandy, however, unless your message somehow embraces the “Big Idea” behind your enterprise, [as best expressed by ad man extraordinaire David Ogilvy], “it will pass like a ship in the night.”
Who gets great creative?
Great creative goes to those with intellectual honesty about their enterprise and the awareness to see their business as their customers do; the ones with the guts to alter course as market forces shift and knowing when to act; companies that have the grit and will to be better and therefore different than their competitors. Great creative belongs to the listeners, value adders, simplifiers, money savers and time makers.
If you possess these qualities—and your products and services reflect them—you don’t need deep pockets to have outstanding creative—you’ve already got what it takes.
Production
No matter how great a creative concept might be, if it isn’t produced correctly, on time and on budget the consequences are almost never desirable. At JKR we are able to keep absolute control over the process. TV is often viewed as a big ticket production, but with the latest in high-end film quality HD cameras , editing and post production equipment all in-house, costs are kept surprisingly modest so you get a national look at local prices.