Why Business Delivery Is Important

Creation is only half the battle. We must deliver.

In the field of advertising, we often question which is more important, the creative execution (ads) or the media plan. Industry professionals go back and forth on this topic because message, medium and audience relevance are ALL critical for your campaign to resonate and be effective.

There is no denying that creative that is visually arresting is our the north star for everyone. We can debate if A+ creative is worth the time and effort, but what we know for sure is if the campaign doesn’t deliver results, then it is all for naught. Period.

Think about your products. If they just live in your head, and no one ever touches or experiences them, is your product effective? If you promote a specific element or feature, but your product misses the mark, your efforts (time, money and resources) to lure the customer to consider your brand are all for naught too.

Stated differently as OTip#2 in my book, “Whatever you promise, deliver. period, at all costs.” So business owners ask yourself at every turn, do I deliver? If the answer is yes, GREAT. If the answer is no, let’s chart out what it takes to begin delivering.

Olivia is a C-Suite Marketing Exec, Author & Founder of Omerge Alliances & Freedom at The Mat. An NYU & Loyola Professor, she has led mktg at influential organizations such as Carol’s Daughter, VIBE, Live Nation, Ogilvy & more for 25+ years. A Native Memphian, now based in New Orleans, is a forever Harlemite (NYC) who travels extensively and blooms where she is planted.