Years of experience in communications show that agencies like ours encounter two types of clients – those who want to stand out for the first time, and those who need to stay ahead of the competition. In both cases, these are often successful companies seeking a completely new approach to their stories. Each new project brings up the same question: How can we stay original in an age where almost everything has already been seen? The development of new online communication and advertising channels is the most significant change in the communications world since the first TV commercial aired in the mid-20th century. Information sharing has become faster than ever, and the demand for more information in shorter timeframes is growing exponentially with each new generation. Just look at TikTok, where even a quarter of the platform’s most successful videos are under 34 seconds long. The average consumer’s attention span is getting shorter, which places added pressure on agencies to create original ideas that stand out.
Developing 360° skills is crucial
If communication integration was once just a recommendation that didn’t need to be followed to achieve success, over the past two or three years, it has certainly become a necessity for communications firms to thrive. In other words, an agency focused solely on public relations, without expanding its knowledge in marketing tools, will lose relevance in the long run. The same applies to clients. Without sufficient breadth of expertise, it’s hard to come up with original ideas, and even if you do, your capacity to execute them effectively may be in question. That’s why, when we founded CTA komunikacije, we decided to pursue an integrated communications approach. Along with public relations, we developed our team’s skills in creativity, digital marketing, design, and video production.
Within this integration, another challenge has been the emergence of new AI tools. For example, ChatGPT has proven to be excellent at programming tasks, data analysis, and the like. In internal and backend environments, its role is currently more prominent and reliable than on the front end. After all, it’s still relatively easy to recognize when something is created by AI, and there are various software tools designed to help identify it. However, the future should not be feared, especially in communications. AI has already been present in some segments, and with technology evolving, it will become increasingly accessible and widely used.
In the search for original ideas, a scientific approach to communications is essential, especially in times when there are so many different opinions, preferences, and communication channels. Detailed analysis and research before developing creative solutions ensure there’s enough data to inspire new ideas. One shouldn’t rely solely on the client’s brief; instead, the goal is to find insights that the client may not even have been aware of. Often, these new perspectives help shape the story. Data-driven decisions are most evident in digital marketing campaigns, which allow for real-time adjustments to strategy.
“Out-of-the-box” thinking for original ideas
When all is said and done, originality in an era where everything has already been seen comes from “out-of-the-box” thinking, introducing new elements and communication tactics where no one expects them. The goal is to surprise the audience with an idea and get them to share it within their community with the catchphrase “Did you see this?!” We achieve this by developing creative ideas that haven’t been seen before in that context, and are easy to share. For example, we came up with the idea of Vojko V rapping about the introduction of semi-underground waste containers in Split, or having the Croatian Mountain Rescue Service (HGSS) organize a tweet exhibition – the first of its kind in Croatia. These were ideas the public recognized as original and eagerly shared and wrote about. At the end of the day, the goal is not only to deliver results for the client but to create memorable content with a long-term positive impact on society, raising the bar for quality in the industry.
We must not forget two key characteristics for this story. One is flexibility, reflected in the fact that clients are increasingly trusting smaller agencies due to their higher quality and faster work. The other is courage – clients are becoming more open to bolder solutions offered by the creative industries. It is precisely at the intersection of trust and original ideas that campaigns are created that are truly memorable.
