Campaign Creativity To Grow Big Brands

In this “always connected but not always receiving” world with fragmentation and more ways and places to interact, brands face both great opportunities and challenges.

In this panorama, it is important that brands have a coherent message that differentiates them. With the right ingredients, it is possible to overcome the challenge of fragmentation and evasion of the media. Instead of advertising focusing on sending messages to consumers, I believe that it should leave a significant brand impression that will grow and maintain brand partnerships. To achieve that, a solid process of creative development is needed.

By following a clear creative development process for your content, you can minimize the risk and create something that not only appeals to the consumers but is also effective. We must start by raising an insight. An insight must discover a tension that can release growth and serve as inspiration for creativity.

Next, we need a clear statement of how the brand is going to creatively address the tension that has emerged in the insight, in a differentiated way. Later in the process, actionable ideas are developed and filtered before validating their effectiveness in the channels. Finally, once the creative content has been displayed, the performance in the market is verified and the impact on the brand is measured in order to guide its growth.