for better creative start with better strategy
There's little more interesting than business, brand, and creative strategy. Why? Because, when all the powerpoints are pointed, the whiteboards wiped, and everyone's gone home for the night... somewhere, behind some door, on some device, or in some aisle, there's a real person in a real sales process.
And your strategic decisions will resonate and that person will move forward. Or they won't. And that person will be gone. And as goes one, so will go thousands, and with them, your fame and your fortune. And all because of a little strategy.
So why do I bring this up on a Creative Directors website? Because while it is common to see creative and strategy as disparate disciplines, I see them as inseparable and essential to anyone empowered to make the most of your marketing dollar.
While some see creatives as just artful presenters of existing offers, I believe our cultural awareness, creative mindset and deep understanding of audience wants makes us invaluable at identifying and developing new opportunities and adjacencies.
Deciding where you'll compete and how you'll win is one of the most challenging tasks in all of business. But by being good at it, I've been able to consistently deliver campaigns that not only sell products and services but also define and deepen brands.
Beyond brand strategy, it is essential that one develop a creative strategy that breaks through the clutter, moves audiences to action, and leaves a lasting brand impression. Part visual, part verbal, and part executional, this is where creative shows its exponential effect.