CREATIVITY IS INTELLIGENCE HAVING FUN
Inspiring Innovation Through Creative Thinking
What makes marketing creative? Is it more imagination or innovation?
Historically, the term “marketing creative” has been associated with the words and pictures that go into ad campaigns.
But marketing, like other corporate functions, has become more complex and rigorous.
Marketers need to master data analytics, customer experience, and product design.
We focus on creativity in marketing that goes beyond ad campaigns and deliver tangible value to the business.
These are the five principals we base our creativity on:
CREATE WITH, NOT FOR
Everyone likes to talk about being “customer-centric.” But too often this means taking better aim with targeted campaigns. Customers today are not just consumers; they are also creators, developing content and ideas — and encountering challenges. Creativity in marketing requires working with our customers right from the start to weave their experiences with our efforts.
Every marketer believes the customer experience is important. But most marketers only focus on the parts of that experience under their direct control. As creative marketers we take a broader view and pay attention to the entire customer experience from end to end. This includes the product, the buying process, the ability to provide support, and customer relationships over time. That takes time and resources – and it also requires bringing creative thinking to unfamiliar problems.
EVERYONE'S AN INFLUENCER
In a fragmented media and social landscape, marketers can no longer reach their goals for awareness and reputation just through paid media and PR. People are the new channel. The way to amplify impact is by inspiring creativity in others. We treat everyone as an extension of your marketing team: employees, partners and customers.
CREATIVITY IN MEASUREMENT
The measurability of digital engagement means we can now know exactly what’s working and not working. This gives marketing an opportunity to measure and manage itself in new ways. In the past, marketing measured success by sticking to budgets and winning creative awards. Today, the ability to measure data and adjust strategies in real-time enables marketing to prove its value to the business in entirely new ways.
THINK LIKE A STARTUP
In the past, marketers needed to be effective managers, setting goals well in advance and then working within budget to achieve those goals. Today, creative marketers need to operate more like entrepreneurs, continuously adjusting to sustain “product/market fit.”