Do clients value cre­ativ­ity as much as they used to?

New Zealand Marketing - - Shorts -

In short, yes. In a fast mov­ing, noisy world cre­ativ­ity pro­vides the cut through busi­nesses and brands need to stand out.

Clients en­gage and re­spond to cre­ative that has an im­pact on their brands, their cus­tomers and their busi­ness. With­out cre­ativ­ity and a cul­tur­ally dis­rup­tive idea, the great­est op­ti­mi­sa­tion plan in the world will al­ways be lim­ited.

Clients do value cre­ativ­ity as much; how­ever, they don’t value the tra­di­tional agency process. Clients want cre­ativ­ity to present it­self dif­fer­ently and be de­liv­ered through nim­ble ways of work­ing, pro­gres­sive cost struc­tures and re­spon­sive mod­els. Cre­ative agen­cies to­day need to live two truths: cre­ativ­ity is now more im­por­tant than ever, and agen­cies need to con­stantly dis­rupt how and what we cre­ate.

CATHER­INE HAR­RIS MAN­AG­ING DIREC­TOR TBWA \ NEW ZEALAND

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