You cannot achieve great design without aiming for major visual impact. Design is like art. People talk about strong design like they talk about great art.
As soon as a brand’s vision of itself has been identified, it means that the brand can adjust the things it does, from the specifications for new product development to packaging design to choosing new modes of distribution. Vision has to be behind all things. It has to take in everything. It serves as a yardstick.
Sometimes you have someone who isn’t used to working in communication – A person educated and with a strong background in engineering or banking, for example, but for a reason I don’t know they move into advertising. Of course the person is not at ease. What makes the difference is “Does this person have enough sensibility, and is this person able enough to think like a consumer?”
Get the best idea/product in your industry that can replace communication. If your product/service is unbelievable, consumers will talk about it. Marketing done is important, but marketing done by real clients is the best form of marketing.
Quality is about good ideas. It’s also about production values and attention to detail. Every second needs to be as good as it can. The quality will lie in the storytelling. Skill in storytelling will make the difference. Proper plots are going to mean more than meticulous storyboards.