How to Tell if Your Ad Agency is Punting On Creative Deliverables

LAVAZZA_critique_loopdsgnPeople who live in glass houses shouldn’t throw stones. And God knows I’ve done my fair share of punting when executing low level creative deliverables. There are a myriad of factors that can influence flubs like this. An unreasonable budget, crazy deadlines, endless deliverables, last minute client changes, etc. The list goes on forever. And this could be a problem that starts at the client level.  So for that reason, calling out the agency here would be bad form. But look how bad this banner ad is! I can spot flubs like this from a mile away, and I can practically recreate the chain of events on this one.

The underlying creative here is actually solid. Decent copywriting concept. Sexy branded color palette, great typography lockup. The individual components are all pretty good. So you’re probably thinking, then why is the composition of the banner ad so totally fucked up?! And the answer is that the agency most likely passed off the low level creative executions to a junior designer or inexperienced freelancer.

The initial campaign creative was probably done by an experienced Art Director / Copy team. They probably presented the campaign in the form of print ads —  a tall, narrow vertical format. Once the client approved the high-level creative, the agency probably pulled the ad team to move onto the next big money project, and passed off all the low level executions to freelancers or junior designers who were then tasked with doing all the executions based on the initial print creative. Unfortunately, extending the print campaign out to dramatically different ad formats, say… wide landscape web banners for example, gets complicated. In this case, it looks like the junior designer only had one type lockup to work from, and didn’t know how to create a new version that would work in a horizontal layout. Poor kid. So they did their best, but the resulting product just looks… weird. So the lesson here is, if you’re paying for top level agency creative, make sure you’re receiving top level agency execution.