A Conversation with our CMO, Andrew Heist, on Campaign Ideation

Navigating the complexities of campaign ideation can be daunting for businesses, especially when they may not fully grasp the opportunities available. In this blog post, I chat with Andrew Heist, our CMO, to dive into the process of campaign ideation. With over two decades of experience, Andrew shares insights on how to find the perfect balance between creativity and practicality while aligning with client goals.


1. What is your experience?

I graduated with my BFA in Graphic Design from Buffalo State University. I have 24 years of experience in design, printing, advertising, and brand strategy.

2. Can you walk us through your approach to campaign ideation and how it fits into the overall marketing strategy?

We want to learn everything we can about our clients. We are an extension of their team therefore we need to fully understand the world they are operating in—demographics, products/services, company ethos, goals—these are a few examples of how we get there. Identifying how and where we communicate visually to our client’s audience is the first step in our marketing strategy. This involves a collaboration of content strategists and designers scripting compelling narratives supported by dynamic imagery that resonates with the target audience ensuring that every piece of content aligns seamlessly with our client's brand identity and marketing objectives.


3. Where do you usually find inspiration for your campaign ideas?

Inspiration can come anywhere at any time! While our discovery meetings with clients often spark innovative ideas, inspiration can also stem from TV shows, commercials, something my kid says, an idea waking me up in the middle of the night…all different ways. Additionally, I draw inspiration from the industry and competitors, ensuring a comprehensive understanding that fuels our creative process.

4. When developing campaign ideas, how do you balance creativity with practicality and ensure they align with the company's goals and values?

The initial collaboration with our clients and thorough research unveil crucial insights into the directions we should explore and those we should avoid. As a creative team, we thrive on pushing the boundaries of creativity right out of the gates. While we understand that our clients know more about their company and industry, we stay flexible to accommodate any adjustments, whether they relate to company specifics, industry trends, or budget constraints.


5. In your experience, what role does collaboration play in the success of campaign ideation, and how do you foster collaboration within your team?

Collaboration is key for a successful campaign, from start to finish. Each campaign has a dedicated team of carefully selected copywriters and designers. This collaborative effort provides an environment where we can bounce ideas off of each other, share inspiration, and concepts can be collectively refined. Leveraging tools like Whimsical, our team uses digital whiteboards to share sketches, photography, typography, videos, and more.

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6. What advice do you have for marketers who are struggling to overcome creative blocks or find innovative ideas for their campaigns?

When struggling with a creative block, reach out to team members and peers to bounce ideas off of or discuss the challenge at hand. Sometimes, stepping away from the project and engaging in a different creative task can provide a fresh perspective. Whether it's taking a walk, going for a run, or enjoying a swim, getting out in nature can effectively clear the mind and help with creativity.

7. How do you measure the success of a campaign from the ideation stage through to its implementation, and what key metrics do you focus on?

A successful campaign relies on producing a concept that not only reflects our client's vision but also resonates with their audience. It's important that the campaign remains flexible and presents well across both print and digital platforms. We prioritize collaboration with our clients to identify the most effective strategy for their campaign, continuously monitoring channels to assess performance and identify areas for adjustment or refinement. Success comes in various forms, whether it's driving direct sales for business growth or fostering brand awareness. Ultimately, a successful campaign yields a very happy client and a continued relationship.

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Intrigued by what you've read? We can bring your campaign ideas to life. Let's talk.