creativity

Creativity hasn’t changed. It’s just got harder

– We are all bombarded with visual messages yet we need to make ours stand out
– At a time of ‘communication overload’ we need to communicate our message
– We want them to remember us
– We want them to believe us
– We want them to relate to us
– We may want to make them smile
– We may want to surprise them
– At times we may want to shock them.

we see opportunities everywhere

Advertising is not the only way in which creativity is expressed
Every facet of a brand’s promotion should reflect its personality:

– innovative point of sale
– new ways of selling new ways of building relationships with consumers

An older brand may be more in need of creativity than a younger brand
With many brands, packaging is the consumer’s most frequent point of contact

Niche marketing is an opportunity to deliver a powerful message to the people for whom it is most relevant.

Globalisation need not mean the end of local creativity
Effective implementation of global campaigns requires local adaptation
Using essential design elements, a campaign can be adapted to meet the needs of a specific market

Tactical elements of a campaign can play an important role in a brand’s success locally.