Creative Marketing: Embracing Change with Xabier Novo
With almost two decades of experience in the advertising and communication environment in some of the most important agencies in the industry, such as Dentsu and OMD, Xabier has a deep knowledge of the advertising market. He has worked in the development of marketing strategies for advertisers in the automotive, beverage, food, and banking sectors. All of this is always with a focus on results.
Finding solutions to today's problems to ensure that brands are always one step ahead of their competition is part of his mindset. Therefore, Xabier is focused on driving real, tangible, actionable, and measurable projects that boost his clients' digital performance.
LBB> What does creativity mean to your brand?
Xabier> Often, the mention of creativity conjures images of only the creative or content departments. However, this narrow view overlooks the incredible creativity found in paid media campaigns, data solutions, and UX/UI developments. At DAC, we believe creativity permeates all facets of marketing, underpinned by curiosity and knowledge—traits that led us to describe ourselves as "Geeks with Personality."
Curiosity is a trait shared by everyone at DAC. The marketing field is exceptionally dynamic, brimming with continual innovation and shifts. If one is averse to change, then marketing—especially in its recent evolution—may not be the right fit. Embracing change is essential, echoing Arthur Schopenhauer's sentiment that "Change is the only constant."
Moreover, at DAC, our creativity is directed towards performance; to us, performance translates directly into business success. This means focusing on how we can assist a brand in enhancing its business outcomes or achieving superior results.
LBB> And more broadly, what does creativity mean to you – outside of work, outside of the sphere of advertising and marketing?
Xabier> From my viewpoint, creativity fundamentally revolves around making connections. This involves linking pre-existing ideas, thoughts, insights, etc., in new ways to forge something original. Often, campaigns that resonate do so because they manage to materialize ideas that were previously just "floating in the air" into a tangible narrative. This observation aligns with the common understanding in creative processes that the end product results from merging several known elements in a manner that births something innovative.
This concept is not exclusive to advertising but is a principle seen across various fields such as music, where musicians often speak of their influences and how their work integrates aspects reflective of their musical tastes. In haute cuisine, chefs innovate by incorporating flavours inspired by international dishes or traditional cooking, demonstrating creativity's universal application.
However, this synthesis is anything but simple. Creative individuals need to possess and effectively combine several traits, including observation, instinct, curiosity, and bravery. In recent times, with the advancement of data intelligence, incorporating data into the creative process has gained importance, providing valuable insights and understanding of certain realities. Yet, it's essential to remember that data should not overshadow creativity but rather complement it, ensuring campaigns are not only data-informed but also pass through various knowledge filters to achieve brilliance.
LBB> What was the moment or experience in your career that helped ferment the importance of creativity in marketing?
Xabier> My background in content and creative roles across various agencies has deeply influenced my perspective. Initially, coming from a creative department, it's easy to adopt a somewhat "purist" stance, believing other marketing disciplines lack creativity. However, this viewpoint changes rapidly as you witness the creative potential across different fields.
The realisation didn't strike at a single moment but evolved through a series of everyday experiences. One standout instance was overseeing the development of a website designed to suggest leisure activities tailored to the preferences and tastes of local users. The development team's ingenuity in overcoming programming challenges and their innovative use of AI at the time surpassed the creative concept of the website itself. This experience underscored the omnipresence of creativity in marketing, far beyond the confines of traditional creative departments.
LBB> What have you learned is the key to nurturing fruitful relationships with your creative partners?
Xabier> Effective communication is pivotal in building and maintaining fruitful relationships with creative partners, extending from the project's inception to its conclusion. This principle is universally applicable but holds particular significance for creative collaborations.
Equally crucial is providing comprehensive insights. The strategic insights and content strategy teams play a vital role in furnishing creatives with a solid foundation of data-driven insights and strategic directions. Such a foundation is instrumental for creatives to kickstart the ideation and development of concepts, campaigns, and creative elements. Absent these insights, creative teams might feel directionless, deprived of the essential context needed for crafting their creative proposals. It's imperative that they are provided with clear objectives, background information on the campaign, and an understanding of the target audience to fulfill their roles effectively.
LBB> Which creative campaigns from other brands (past or present) have inspired you most in your career and why?
Xabier> In my career, I've been particularly inspired by the collaborations between Nike and Wieden + Kennedy, as well as the compelling visual storytelling that Apple has consistently delivered, notably with their "The Last Voice" campaign. These examples set a high bar, showcasing brands with profound storytelling capabilities and projects of significant scale. However, it's not every day that one encounters opportunities to work on projects of such magnitude.
What often captures my admiration are the smaller, more intimate stories. I'm especially drawn to campaigns that manage to cast a new light on common experiences or shared thoughts—stories that resonate widely because they articulate something familiar yet previously unexplored. A prime example is Procter & Gamble's "Like a Girl" campaign. It took a phrase that, regrettably, many of us have used and transformed it into a narrative that is simple, impactful, and universally understandable. These kinds of narratives intrigue me the most, eliciting a sense of professional envy.
LBB> Of all the puzzles facing marketers right now, what’s the topic that’s perplexing your team the most right now?
Xabier> Efficiency stands as a universal challenge for both agencies and advertisers alike. The quest for campaign effectiveness has taken centre stage, permeating every aspect of our work—strategy formulation, creative proposition, action planning, execution, and the subsequent measurement and reporting processes. This focus on efficiency has evolved into a collective obsession, further magnified by the economic climate of recent years.
At DAC, pursuing efficiency is in our nature; we are fundamentally a business performance marketing agency. Striving for heightened effectiveness is not just a goal but a core part of our DNA, and we are committed to continually enhancing our efficiency in all endeavours.
LBB> What areas of marketing do you see most exciting potential for creativity?
Xabier> The landscape of digital innovation presents the most thrilling prospects for creativity in marketing. Just a year ago, the buzz was all about the metaverse and its potential for brands to craft immersive narratives within entirely new realms. Today, the spotlight has shifted to artificial intelligence, and who knows what tomorrow will bring. These evolving digital environments are the breeding ground for creative opportunities, extending well beyond content creation.
The challenge isn't just about generating content; it involves addressing broader questions on how to effectively leverage and manage data within these spaces. Brands must consider their strategic approach to these novel platforms, understanding audience behaviours and how to engage with them in these contexts. The constant emergence of new technologies and digital arenas promises a future rich with potential for creativity, demanding innovative solutions to both new and old marketing challenges.
LBB> You must see so many ideas pitched to you - and have had to sell so many ideas to the rest of your company. So, first of all, there is a part of empathy. It is necessary to understand the advertiser, what his situation is, history, objectives, limitations... What’s the key to selling a great idea?
Xabier> The key to selling a great idea lies in a blend of enthusiasm, trust, and experience. Enthusiasm is crucial for transmitting the passion and conviction of the team. It's about showing the advertiser that we're genuinely excited to embark on the project with them, having identified a solution or a pathway to achieve their goals or resolve their challenges.
Trust is the cornerstone of any successful pitch. While it may not possess the immediate appeal of enthusiasm, the desire for security is universal. We must provide concrete assurances of success, addressing all the advertiser's concerns with transparency. Honesty becomes paramount here; encountering questions without immediate answers is inevitable, but being upfront about our commitment to finding solutions is far more valuable than offering uncertain promises.
Experience, although potentially restrictive, plays a vital role. The adage "We've tried this before and it didn't work" is familiar, yet it's important to approach past failures with a perspective of learning and adaptability. Factors that once hindered success could have evolved—be it changes in audience readiness, interest levels, or new advancements in digital marketing that enable strategies previously unfeasible.
Understanding the advertiser's unique situation, goals, and constraints through empathy, coupled with conveying enthusiasm, building trust, and leveraging experience, forms the foundation of effectively selling a great idea.
LBB> In your experience, how can marketing teams drive creativity throughout the rest of an organization?
Xabier> Marketing teams can act as central hubs within organizations, fostering creativity across all departments. Their ability to collaborate effectively with other teams allows them to generate synergies and spotlight efforts that might be undervalued.
As catalysts, they transform internal inputs into impactful outputs, influencing stakeholders and initiating new organizational dynamics. This approach enables marketing departments to inspire innovation and creativity across the entire organization, showcasing the extensive influence of marketing beyond its conventional scope.
LBB> How do you encourage creative excellence among your team?
Xabier> Encouraging creative excellence starts with eliminating the fear of making mistakes, a common apprehension among many. If there's an overriding fear of error, leading to a preference for tried-and-tested paths, innovation stagnates. Therefore, it's crucial to foster an environment where mistakes are respected as part of the learning process, even though they are naturally unwelcome.
Creating a sense of freedom and ownership over decisions is essential. Team members should feel empowered to propose what they believe is best and most suitable for each situation, then move forward to implement their ideas. Additionally, achieving creative excellence involves providing every member of DAC with the tools they need to fully realize their creative potential. This represents a commitment to long-term development and growth, ensuring that the team not only feels free to innovate but is also well-equipped to do so.
LBB> The big question: We know creativity is effective, but when assessing an idea that’s original and new, how do you determine if it’s brilliant or indulgent?
Xabier> For us, creativity is effective. DAC focus on business outcomes, adhering to this principle is essential. There's no fail-safe method or formula to ensure an idea's brilliance or its success. However, our approach involves leveraging the expertise of our data science team, which specializes in developing predictive and attribution models. These models provide foresight into potential results and guide us on which strategies to employ.
Moreover, our experience plays a crucial role. We boast a team of top-tier professionals from various fields, capable of assessing whether a creative idea not only has merit but also aligns with and meets our set objectives. This blend of data-driven analysis and seasoned expertise serves as our benchmark for evaluating the true potential of creative ideas.
LBB> Tell us about a time you've had to advocate for a creative idea - what was the idea, what was the obstacle, and why was it worth it?
Xabier> Using the term "fight" might be too harsh; "debate" more accurately describes the process. It's common for the presentation of creative ideas to brands to spark discussion and debate. As an agency, our expertise isn't in knowing the client's business better than they do; rather, our role is to listen, understand their feedback, and engage in a constructive dialogue, ensuring the essence of our proposal remains intact.
Creative proposals aren't judged solely on their potential to meet objectives; it's crucial to consider the broader impact on the business. Engaging in debates over the viability or appropriateness of a creative idea is a necessary part of the process. However, it's imperative for agencies to listen to the client, recognizing that they hold the deepest understanding of their business. Our job isn't to dictate actions but to collaborate, offering solutions to their challenges within the constraints they face. This approach ensures that when we advocate for a creative idea, it's done with a comprehensive understanding of its potential impact and the value it offers to the client's business.
