Composition. It’s something we’re always talking about as advertisers. The whole concept of placing and arranging images and typography to most effectively convey our message to the audience. Constantly thinking, how does it all look, feel, and work together?
Yet composition is not just limited to putting ideas down on a piece of paper or across a screen—it’s much more all-encompassing than that. Composition is organization according to principles.
Our role is not just to be creators but to be conveyors. We have to first evaluate the composition of the companies we work with and then embody it through our composition. Think of it this way—they can look at their full self two ways only: as a reflection in a mirror or an image in a photograph. Although these are often very close representations to their actual self, they still do not fully portray them successfully. So it’s an issue of both perspective and timing. And that’s where we as advertisers come in.
We can offer that second perspective of researched and creative opinion. And we can’t forget that as our central purpose—they chose us, not because they want us to change their identity (although sometimes they do need a facelift or some color coordination), but because they want our expert influence to rock the right outfit at the right party while remaining in sync with their core character.
We see their composition and help them realize how to best portray it.
Our very own Jeff Sheets reminded us of this the other day, that “we need to create relevant context.” He mentioned that although we have all sorts of surfacing media options, we must be wise in our choice of implementation, such as understanding when and why a brand should be part of its consumer’s social media.
We have to always remember to “make what we’re doing; be about who we are”—as an individual and as a representative of a company.