We caught up with Spencer Rowbotham, Head of Studio: Create at Reach.

With over 28 years of design experience, he is expertly placed to explain what makes a great ad campaign and how clever creatives can make your ads stand out from the rest.

Q: What makes a good ad campaign?

A: With so many brands and businesses advertising across hundreds of sectors, for different reasons, to every single demographic across a host of platforms and channels, I’m afraid there isn’t a magical ‘one size fits all’ answer. The following answers, however, should help you get to the right stage where you can unleash your own creativity.

Q: In a highly competitive market, how does your team approach crafting a compelling narrative that not only resonates with consumers but also sets the customer apart from its competitors?

A: The brief is key and a clear objective for the campaign. Discussing it with a blend of creatives and Reach Account Managers will help deliver the best response to the brief – it really is about pulling it and understanding the objectives, competition, and target audience that dictates everything that comes after.

Q: What role does storytelling play in ad campaigns, and how can a well-crafted story enhance brand visibility and engagement?

A; Storytelling can be limited and more one-dimensional within single-display print and digital formats – but there’s much more scope in this area when you use multiple linked formats running on sequential days. There are certain treatments such as content-led, video-led and social-led that are better spaces to tell stories.

Q: What design elements can make a significant difference in catching the audience’s attention and driving action?

A: Relevant and impactful imagery, bold and striking typography, graphic devices, and basically the overall design theme and aesthetic. The key is that all these elements come together as one entity delivering a single clear vision of the message/mood/feeling we are trying to convey.

Let the experts help

We have a team of experienced experts available to create your perfect campaign – allowing you to concentrate on managing your business. We can create custom campaigns to suit all budgets and have the resources to do the research into what works and when, within your area of business.

Get in touch with us now by completing the short form below, and one of our team will be in touch.