Financial Conduct Authority: Decisive matters – How firm decisions liberated creativity

The Financial Conduct Authority (FCA), a financial regulatory body in the UK, prompted the British public to decide whether they would make a claim for mis-sold PPI.

Campaign details

Brand: Financial Conduct AuthorityClient: Financial Conduct AuthorityAgency: M&C Saatchi

Summary

Over thinking strangles creativity

It can be easy to over engineer a campaign and as planners we're often encouraged to. It's possible to have a bespoke strategy for every channel, segment every message by audience need, track responses in real time and move everything around accordingly. We create complex campaign structures to show how everything fits together. We sleepwalk into a belief that doing this somehow proves our value.

The more complicated the campaign we plan, the tighter the restrictions we put on the creative idea....

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