The Case for Creative Integration – Ignore at Your Own Peril

©IDG Communications, Inc. Photo contributed by Matthew Mikaelian.

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Try asking anyone in an agency environment or in a marketing department how great creative contributes to the marketing campaign. They’ll quickly reply with all the best practice approaches like marrying good creative with good placement, bringing creative professionals early into the planning stages, and blah, blah, blah. The reality is usually something far different and it shows. Our digital world is littered with forgettable ads, dumb websites, and other digital experiences that don’t apply what we know about our prospective audience. These efforts don’t give a clear next step, don’t use the power of creative to tell an interesting story, or fail to communicate a relevant and memorable message. Read more

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