Why scamps are crucial to the creative financial marketing process

Creativity-and-beauty-in-its-simplest-form-a-flower

Jessica Sims

Creative Strategist

Posted on April 23, 2018

Scamps are sketches that display ideas in its most basic form. They have been used within the advertising and marketing industry for decades, focusing peoples’ attention on the concept itself, rather than the design. Once the concept has been approved, the creative team can then progress with the design.

Why scamping is so important:

It is said that for an idea to be great, it should be able to fit on the back of a napkin. Scamping an idea therefore allows you to test your idea, encouraging you to ask:

• Does it work?
• Does it meet the brief?
• Can it work as a campaign rather than just an advert?
• Will it speak to the target group?
• Can I draw it on the back of a napkin?

For example:

When tasked by Santander to transform their nine key business attitudes into an engaging internal campaign, we knew that the key to this was employee insight.

Generating various concepts and scamping them in their basic form allowed us to identify the great from the poor. Our creative concept was to communicate Santander’s attitudes through relevant lyrics; sang by their admired artists as a method to increase retention through recognition.

Our selected route in scamp format, firstly showing scamp then the final design:

scamp-showing-singer-with-written-quote

two-posters-showing-artists-with-quotes

Resonating with employees, a follow up survey revealed that 90% of staff members knew seven or more competencies and attitudes out of nine.

Scamps are a vital part of the creative process, as no design can ever composite for a weak concept. Therefore, we highly recommend, as a financial marketer, that you should always be involved in judging an idea in its scamp format.

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