Good creative is more central to any ad campaign than most marketers realize, Murphy Gilson, Pivot’s SVP of creative and brand, told the latest PromaxBDA Master Class on Friday.

Creative has been proven to be even more vital to brand metrics than ad targeting or placement decisions.

Research by the firm Dynamic Logic has even found that “poor creative can undo the hard work that buyers have done in regards to site selection and placement and things like that,” Gilson told the Master Class.

His talk, entitled “The Creative Weapon,” explored how a successful marketing plan is about more than just click thru; it is also about content that stays with the audience after they click away.

Gilson outlined three key elements to all good creative:

—It needs to fill the role of entertainment content: “It should have the same emotional value as entertainment content does,” Gilson said. “That’s why people choose to watch movie trailers but they skip right over promos: It’s because frequently we’re not delivering on this promise of good emotional connection.”

—It has to command attention. Always ask yourself “does it separate itself from the clutter?”

—It has to be clear. It has to tell a story, have a simple message, and help the viewer understand.

PromaxBDA members can watch Gilson’s entire Master Class on-demand, whenever they want, at promaxbda.org.

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