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Archive for February, 2015


Thoughts on creative from Dale 0

Posted on February 02, 2015 by Liz Rowell

Creative will always be the true difference

There is a coming together of aspects in creating a truly great campaign including astute media strategy and of course a spanking creative idea and execution. Is one more important than the other?

While they should work beautifully together it’s certainly a major blunder if creative is wrong and a completely wasted investment. When the more tangible aspects of a project remain equal in so many ways it is the creative that offers you and your brand position, trust and distinction. It is the carefully thought through and appropriate catalyst to create the desired response and should never be under valued. I see cheap, hacked creative everyday and wince at the plain stupidity of it all.

Cracking creative makes media work twice as hard. It’s like the fuel to the engine.

If you’re currently unsatisfied with the creative you’re getting send it to me at dale@redark.com.au with your concerns and expect a rapid, telling response.



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