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What makes a success story?
Through conversations with key players in the industry, Dagbladets annonsseweb focuses on the criteria that characterize a success case. Now Rachel C. Øverås, Strategy Director at IUM, shares her thoughts.
What characterizes a success case?
- First and foremost, good results based on the goals that have been set. If you manage to strike a nerve, based on good analysis and thorough preparatory work, success is often a fact. I also think it's important to dare to make some tough choices and priorities, such as doing something unconventional with, for example, target groups or media. I've also seen time and time again that a clear and distinct common thread also characterizes successful cases.
What is important during preparation?
- It's all about anchoring and understanding, i.e. making sure that the idea is anchored with those who will execute and own the case going forward. I also think it's important to have an outside-in perspective, not the other way around.
What is the most important contribution from the customer?
- It's a cliché, but there's no doubt that good briefs and clear goals are important. In addition, it is essential that the customer has the ability and willingness to use partners correctly - and, not least, trust that they can do the job satisfactorily.
And from the advertising agency?
- Advertising agencies are the environment that can visualize and bring ideas to life. Otherwise, their most important contribution is to have an open attitude to other environments and be able to collaborate across disciplines.
Most important from media agency?
- We will contribute with market and brand understanding, analysis and insight. We have the systems to turn analysis into insight and make the media strategy work side by side with the communication strategy. We also contribute by being creative.
Most important contribution from the media?
- Media creativity - also outside their own channels. It's also important that they challenge both clients and agencies with ideas and that they can come up with thoughts and solutions based on the issues given.
Can you predict success?
- Yes, I think you can feel it in your gut when you're a bit experienced. In short, you can succeed when you go the extra mile and push the boundaries.
