Creative Effectiveness

Creativity is the most valuable currency for any organisation or employee. Creativity, more than money, is a tool marketeers have at their disposal to encourage consumers to question, wonder and think. Like art and culture, without creativity, there is unlikely to be any shift of the mental needle.

Despite the explosion in digital channels many brands need to grow by focusing on mental availability – that is, the likelihood their brand will come to a customer’s mind in different buying situations.

But how do you create work that delivers brand building and commercial results over a sustained period of time?

What’s the big idea that will be the driving force behind any communication campaign? Landing this requires discipline, analysis and pressure-testing.

Campaigns need to deliver but creative effectiveness must go further. It must move up the hierarchy to create brand equity and ultimately drive sales.