In the digital age, creative is still king

in the digital age, creative is still king

As digital ad spending surpasses traditional this year, one thing is certain, creative is still king.

There is no doubt we are in the digital age of advertising with research showing that total online media buys will generate more than $172 billion in revenue by 2021. It’s easy to see the appeal, as the results of data-driven digital ads are not only measurable but are also easier to adjust than traditional means. 

Whether digital or traditional, all ads have a similar goal – to drive the target audience to take action. As message delivery changes from print and TV to web banners and social ads, one constant remains the same – the importance of the message itself. That’s where creative comes in.

Creative strategy and effective execution should compel the target audience. An ad without great creative will fall flat. It will compel the audience – to ignore it. No matter what form of media is used for ad distribution, the marketing dollars to place that ad are wasted if the messaging and visuals aren’t engaging.

There is a relatively simple process to ensure effective creative. Know the problem you are solving, know the audience you are speaking to, and know the client inside and out.

We had the opportunity to develop a creative strategy for Paslode, a leading manufacturer of nailers, to introduce an innovative framing nailer system. Our research found, in a highly competitive market, the brand needed to not only expand its reach beyond traditional advertising, it also had to move away from ads commonly seen in the tool category. 

We created two engaging and entertaining videos that presented the product’s benefits. The creative strategy of shifting away from the typical tool ad proved successful as it drove nearly 750,000 impressions. In a cluttered stream of social content, the videos held the attention of the audience, with nearly 370,000 views lasting more than a minute. The award-winning video campaign allowed Paslode to engage a large piece of its audience in a way the brand had previously never done.


It pays to work with an agency that has a sound strategy behind their creative. Hire the right people to get the most bang for your digital buck.

Contact SWBR to see how we can help your business thrive.



Share on facebook
Share on linkedin


Marketing Tips To Work Smarter

What are you waiting for?

Join The Conversation


Ernie Thomas



Advertising is in Ernie’s DNA as he’s a third-generation family member to join the business his late grandfather founded. With that pedigree comes an almost six sense of identifying the “it factor” needed to create campaigns that spark customers to action. Ernie (or ET) uses his outgoing personality to connect with clients to build strong collaborative relationships. He digs deep to uncover new opportunities that will make a measurable difference for each client’s business. A graduate of Eastern University and Saint Joseph’s University (MBA), he has the book smarts and experience to elevate brand communications with strategies that challenge the status quo. He’s always guiding Team SWBR toward the correct target audiences, smartest campaign messages, right digital channels and best traditional tactics suited to boost sales.

When he’s not working, Ernie enjoys spending time with his wife and daughter. He’s also an avid golfer still searching for his first hole-in-one.