“If it doesn’t sell, it isn’t creative.”


A quote from David Ogilvy the ‘Father of Advertising’ back in the 60’s and it’s still true.

Especially today.

Even in a world where people live inside their phones, a Tik Tok generation, an all consuming metaverse. Everything changes at such a pace, Gen Z and Millennials are testimony to that. We are literally bombarded with adverts, testimonials, an endless stream of new age entrepreneurs, the competition for our attention is serious and is pretty much 24/7. We, of course, are conscious that we need to build in a wellness, a sensitivity to our messaging that hits the right tone with the new buying generations.

But how do we combat this tidal wave of white noise? Well, it’s definitely a time to be bold. Opt for the radical. Playing it safe is most definitely moving in the wrong direction.

Sounds tough, doesn’t it? Well, the only way your brand can survive is to take risks, be a little crazy, start a revolution even. Not only does your brand communication have to be very different, but crazy needs an end game. Your advertising and marketing has a job to do.

Just being funny for funny’s sake isn’t enough. We all love a clever turn of phase or a well-placed pun, but if it isn’t talking to the right people or hitting the right pain points, it isn’t worth making.

It’s a trap we’ve all fallen into, getting caught in or own cleverness and losing sight of the goal. Always keep the end goal in mind rather than falling in love with your own ideas or copy.

Another Ogilyisum “It’s not the ink, it’s the think.” Again, this is so true.

Everything depends on strategy and planning. Without the planning, without the think, the ink isn’t going to do anyone any good. So, build a strategy that aligns with your goals. Plan your campaigns. Check your halfway results. What you are trying to accomplish is just as important than all the creative things you are delivering.

Our job as marketers is not just to communicate the facts, but to bring them to life, make them sing.

An engaging email campaign, a stunning website, a brand that resonates, the right creative is the creative that makes your project more effective. Not necessarily funnier. But determined to hit its target, every time.

So, at the end of it all, we are people and people buy from people. Creativity is the skill that connects to the very emotion that motives someone to buy into your brand.

Therefore, marrying creative thinking with real results is the perfect combination for your brands success. We’ve been honing that skill for the past 20 years here at Guerilla, it’s what we do best.

Gary Pickering – Creative Director at Guerilla Communications Ltd © 2022

To discuss your project needs get in touch with our team today

Back to top