Choosing a wrong production partner is not just about wasting money. One single misinterpretation, a certain type of visual language that just does not hit the mark with the target audience, a perfect and punctual launch of the campaign but a soft finish. The above-mentioned miscommunication can be eliminated by clarifying the crucial points such as what a creative advertising agency does, how to differentiate a good agency from a mediocre one, and what questions to ask before you sign a contract with an agency partner.

Over the last decade, the advertising industry has gone through serious transformations, and as for the best agencies, they managed to keep pace with the changes that took place. 

At Insignia Productions, a modern production partner is more than just a company that creates commercials for TV or print ads. We think in audience behavioral patterns, in platforms, in formats of content that did not exist five years ago, and in evaluation systems used by brands nowadays.

What a Creative Advertising Agency Actually Does

The fundamental proposal of a partner is converting a brand’s objectives into communication appealing to people. So, translation involves strategy, creative development, production and measurement of the results. The leading companies are good at all the four stages.

Strategy is the understanding of the audience, competitors, position of the brand and of one definite problem that needs to be solved in the course of the campaign. Good strategic work reduces the brief before starting with creative ideas. Because of this, the campaigns based on the solid strategy require less time for revision.

Creative development is the process of generating ideas. This is the point where the quality of the creative thought distinguishes those companies that have their original approach to the work from those that are providing the same commercials as hundreds of others in the market.

Production is the final step when the idea is put in practice. Companies that possess in-house production can make their work much faster and better because the people who developed the idea create it in practice.

The Difference Between a Creative Agency and a Production Company

The lines between these two categories are blurred, but the distinction is very important when you are compiling your list of suppliers. Production companies have no creative input; they just implement the orders that have been assigned to them. They provide the technical means of production – cameras, crew, post-production, and so on. The client or another agency defines the creative strategy and message of the production.

At the same time, there are producers who do creative work before initiating the actual production process. They come up with the idea, develop the brief, and prepare the project for production.

The choice of the model depends on your needs. If you need to execute production only, it is better to use a production company that will solve all your technical problems and implement your vision as you already have a strong creative department. If you want to communicate your ideas to the audience through a creative company, it is better to choose an agency that can provide both creative and production services.

What to Look for in a Creative Advertising Agency

Choosing an agency can be considered a combination of reviewing its portfolio and doing a chemistry test, and refusing to do either will impact your decision.

Surely, creative quality is the first thing to think about, however, it is worth paying attention to more than just attractiveness. Is there any solid strategic background behind the creative work shown in the portfolio? Is it possible to understand what issue the advertising campaign has solved? Works that are not only very beautiful but can be described in one sentence are expensive decorations.

Having experience in a specific sector is important but don’t put much effort into it. An agency that works within your niche might just copy what others do rather than develop new ideas. Having experience in different fields and a team that knows how to think creatively about the audience is even better than having a portfolio that resembles that of competitors.

One should not underestimate production capabilities. A creative agency that has its own production equipment can do things faster, save money and preserve creativity.” At others the same people who pitched are the same people in the edit suite. The latter relationship usually produces better work.

How a Creative Advertising Agency Approaches a Brief

Knowing the agency’s internal processes reveals a lot about what your collaboration with them will entail.

A reputable agency begins its work by asking questions, not generating ideas. They seek to understand their audience before writing the script and to determine the communication channels to be used before selecting the format. In writing the brief, the agency has to include the client in the process and write the brief in collaboration with the client.

During the creative development process, different creative solutions are created. This means that an agency should provide a client with different choices when coming to a particular idea and explain the reasons for each option.

Once the agency has developed the ideas, the next step in the process is planning. This phase will involve developing the scripts, selecting actors, locations and defining editing techniques. These should all be agreed before the shoots start.

Why Regional Context Matters in Creative Advertising

Companies around the world often believe that agencies only need a simple fact sheet. But cultural elements the agency takes into consideration are equally important as any technical skill during production. For example, a creative agency operating in Africa brings knowledge that cannot be found in fact sheets, including which visual references work with which audience, appropriate behaviour for each platform, and when it is acceptable to use a specific tone of voice and when it is not. 

This knowledge will be responsible for every creative decision, whether it concerns casting, music selection or defining the product benefit. Our creative agency services are built on years of producing advertising and branded content for Kenyan, East African and international audiences. We bring that contextual knowledge to every brief, alongside production capability that covers everything from concept to final delivery.

Types of Work a Creative Advertising Agency Typically Produces

The various formats that modern agencies are involved with have significantly increased. Information about what is available is beneficial for drafting a more unique brief.

Television and online video ads remain the most useful format for brands aiming for a huge reach. A good thirty-second or sixty-second film in the right place can still provide the brand with the same reach and profound emotional effect that shorter formats cannot produce.

Social content is pretty different as it needs formats that can be easily viewed on mobile devices, as well as short attention span formats, and formats specific to the platform to publish the content on the week-to-week basis. An agency capable of thinking in social does not treat it as a shorter version of television format but as an exemplifying discipline in itself.

Documentaries and long form branded content are well-received by the audience only if they are interesting enough to keep watching longer than ninety seconds. This format brings brand loyalty not experienced with ads and gives the brand longer shelf life.

Working With a Creative Advertising Agency Across Geographies

When brands work on an international level, the partnership with the agency tends to be determined by coordination as well as creativity.

Some of the agencies design campaigns for several markets using a unique key creative concept modified to fit the local context. Others focus on collaboration with the local producers to meet regional specifics. The correct choice of an approach depends on how similar or different your target audience is in each of the markets and the extent to which the campaign needs to adapt to the local context.

International brands entering the African market should choose local teams known for their in-market experience instead of relying on the big companies that apply one approach for different markets.

You can review the range of work our team has produced across formats and markets in our project portfolio before starting any conversation.

Getting the Most From a Creative Advertising Agency Relationship

Companies that achieve great results due to their partnerships with agencies have many things in common.

They take time to provide the brief. A thorough and clear brief indicating the target audience, the issue at hand, the expected response and the possible limitations enables the creative team to work with confidence. A brief consisting of a single printed page plus a mood board is not a brief; it is a reason to start guessing.

They differentiate feedback from direction. It is good to say that something does not feel right; however, saying that the agency should change the logo to a different color is just a design solution instead of creative direction. It is up to the client to explain how the ad should be perceived, whereas it is the agency’s responsibility to know how to achieve this.

They measure and share. No agency can do good work without learning from the feedback results.

Starting a Conversation With Insignia Productions Global

Insignia Productions Global works as a full-service creative advertising agency for brands that need both creative thinking and production depth. We develop campaigns from strategy through to delivery, and we produce work that is built for the audiences it needs to reach, not for award entries.

Our team combines creative directors, strategists, producers, cinematographers and post-production specialists who have worked across East Africa and internationally. We are built for clients who want a single point of accountability from brief to broadcast.

To talk through your next campaign and understand what a genuine creative advertising agency partnership looks like in practice, get in touch with our team and we will come back to you within one business day.