Want bigger returns? Invest in craft creative.
In an era where advertising giants are merging (cough, Omnicon and Interpublic Group, cough) to control an ever-growing slice of the $1 trillion global ad spend pie, we’ve never felt more excited to rock our badge as “Chicago’s Craft Agency” with pride.
Why? Because craft matters. Nielsen's 2023 study on advertising effectiveness found that creative quality is the secret sauce driving nearly half (49%) of a campaign's ROI (that’s 7x more effective than average creative). High-quality creative cuts through the noise, connects with audiences, and delivers results that outperform. That’s exactly why our clients turn to us for smart, insightful, and well-crafted ideas that deliver.
But what does craft creative that drives ROI look like, exactly? Here’s how high-quality work is created—and how it all works together to build a lasting impact.
It starts with strong partnerships
The best creative work doesn’t happen in a vacuum—it’s the result of close, trusted partnerships between agencies and brands. When both sides collaborate openly, sharing ideas, insights, and expertise, the creative process becomes more effective and rewarding.
Partnerships built on trust and mutual respect allow for honest conversations, bold ideas, and a shared commitment to success. This collaborative approach ensures that the work reflects the collective genius of everyone involved, leading to solutions that are not only highly creative but also deeply aligned with the brand’s goals (and therefore, more likely to drive results).
It’s fueled by insights
Great creative isn’t accidental—it’s born from a foundation of intentional strategy, backed by in-depth research and meaningful data.
Take our work with Chicago Sports Network (CHSN), for example. CHSN came to us with a challenge: build awareness while authentically connecting with Chicago’s sports community—not just as a broadcaster, but as part of the culture.
Our insight: Chicago sports unite the city’s 77 distinct neighborhoods in a way nothing else can. To resonate, CHSN needed to reflect that unity through authenticity—celebrating every neighborhood, from tourist hotspots to hidden gems that speak to the truest Chicagoans.
Our solution: A “Where Chicago Comes First” messaging strategy that captured Chicago’s essence, brimming with small, authentic details that showed CHSN gets the city.
[See our work for Chicago Sports Network.]
It’s enhanced with a bespoke toolkit
Great creative is powered by the right tools—ones that make the work work harder and help enhance creative prowess, not take away from it. From social media listening and AI-driven workflows to trend forecasting and keyword research, the best toolkits are bespoke—tailored to the needs of each project or brand. They integrate emerging technology with tried-and-true methods, offering flexibility to innovate while keeping strategy at the forefront.
When these tools are paired with a creative team that knows how to wield them effectively, the results speak for themselves: work that is not only highly crafted but also highly effective. Craft evolves with technology, ensuring every idea performs with purpose.
It’s a marathon, not a sprint
Delivering creative work is just the beginning. Many of the most impactful campaigns are those that evolve over time, shaped by real-time audience reactions, cultural trends, and performance insights. By monitoring, analyzing, and adjusting, brands can ensure their creative stays relevant and resonates deeply.
These insights don’t just optimize the current campaign—they inform future efforts, making each project smarter, sharper, and more effective. Craft isn’t static; it’s a continuous process of refinement and growth that drives long-term results.
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Our philosophy? Insight over instinct. Collaboration over shortcuts. And craft over everything. At Tom, Dick & Harry, craft isn’t just about making things look good—it’s about making them work.
Ready to experience the power of craft creative for your brand? Let’s chat.
