by Kathy Floam-greenspan,
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UNITED STATES, Jun 08 — The brain is a fascinating organ, and as we all discovered in Jerry McGuire, it weighs three pounds! Less widely understood by most people is how the brain truly works. In the late 1960’s, American psychologist Roger W. Sperry and his colleagues discovered the human brain has two distinct hemispheres, each processing conscious thoughts differently.
If both brains work together, it is guaranteed the end result will be a well planned, and well designed product that meets every business and design objective of the client
T
he brain is a fascinating organ, and as we all discovered in Jerry McGuire, it weighs three pounds! Less widely understood by most people is how the brain truly works. In the late 1960’s, American psychologist Roger W. Sperry and his colleagues discovered the human brain has two distinct hemispheres, each processing conscious thoughts differently. (Wikipedia) The right brain processes visual and audio concepts including imagination and emotions, and the left brain processes logical and linear thinking.
Today, marketing and advertising agencies are structured similarly to the brain, typically made up of two departments responsible for developing individual parts of an advertising campaign or marketing deliverable. The Account Department represents the left brain, where account teams work with clients to develop strategic advertising campaigns. Account teams manage projects through a linear time line with careful consideration of a client’s budget. Clients rely on their account teams to plan, execute, and report on every detail of the campaign which takes a very organized and process-focused individual.
The Creative Department is an ideal representation of the right brain. Taking direction from the Account Department, they develop print design, website layouts, radio jingles, and compelling television advertisements. The Creative Department focuses on audio and visual messaging that connects with the feelings and emotions of the perspective audience.
The goal of an advertising agency is to bring the best of the left and right brains together to develop strategic and creative marketing campaigns. When an agency is operating effectively, the left and right brains come together to plan and execute all facets of a client’s campaign. While the Account Department ensures goals and deadlines are met, the Creative Department uses intricate design and conceptual thinking to create effective advertising campaigns.
If both brains work together, it is guaranteed the end result will be a well planned, and well designed product that meets every business and design objective of the client. Successful advertising agencies continue to structure their company in this way to bring out the best qualities of their Account Department and creative teams.
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The brain is a fascinating organ, and as we all discovered in Jerry McGuire, it weighs three pounds! Less widely understood by most people is how the brain truly works. In the late 1960’s, American psychologist Roger W. Sperry and his colleague
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