Creativity means developing fresh, innovative solutions to communications challenges. It means respecting, understanding and reaching audiences. It's not about a blank canvas where anything goes. Anyone can do that. Three things come together to fuel our creativity:
- An understanding of the business objective. Whether you're a company launching a product or service or an agency with a social marketing mission, you have a business objective. Might be to sell more product in a particular market. Could be strengthening a brand. Or it might be to get more people screened for cancer. These are all business goals and our creativity is meant to reach them.
- The power of brands. Through 360 Degree Brand Stewardship, we understand how brands can connect with users. We also understand how the fundamentals of brand building can strengthen any brand whether it's a social marketing campaign or a tool for automotive technicians.
- The needs of the user. This is all about different audiences, only we call them "users" now. We are supplying tools and information to people that they can make use of in their lives. We are no longer just delivering messages. And different users or audiences have different needs. We are constantly doing research to understand different points of view, culture and experiences to create relevant communications for each user.
We develop strategically-based communications campaigns that achieve business objectives, build on the promise of a brand, and meet the needs of particular audiences and users.
Creativity means brining the work to life, not just imagining it. We are planners/designer/builders. Our ability to create what we plan and design makes us a stronger strategic resource by giving us first-hand knowledge of what works, what doesn't and what is possible.
We are collaborators by nature and by practice. Creativity in a communications practice is more like an ensemble or even and orchestra than a solo performer. This collaborative nature makes us stronger partners with our clients.
What's your idea of creativity?
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