In honor of our week-long celebration of all things ideas, we sat down with our critically acclaimed Creative Director Scott Ostman to get the low-down on why ideas matter in marketing, how much Epicosity values ideas and what makes him most excited about working on a creative team.
Too many businesses throw ads together—whether local TV spots or local newspapers—and there’s nothing "there." No idea, no imagination, no personality. I think good creative gets a business noticed. If you’re in any industry, there’s a lot of sameness—the difference comes down to the brand, which is driven by the creative. It’s all about creating a unique personality for each client’s brand, and putting it out there in an interesting manner so people will actually pay attention to it.
It gives you a good springboard to greatness. If there isn’t an idea there, what are you doing? What are you talking about? What are you promoting? An idea gives you something more special—something unique that is going to stand out from all the clutter that’s out there.
The whole thing is problem-solving. It’s taking what you know and trying to come at it from different angles. Trying to base your decisions on a combination of gut feeling, experience and research to come up with something compelling and resonates with whomever you’re talking to.