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Creativity: A powerful marketing weapon
The lockdown has heightened the challenge for ad agencies to sharpen their thinking, as clients demand measurable results and return to a belief that creativity is the most powerful weapon in their marketing arsenal
Ad agencies are being forced to retool their creative approach to meet more onerous marketing requirements — and that means thinking and producing work much faster.Pepe Marais, group chief creative officer at Joe Public, says the creative process has become more strained in the past year as businesses have dealt with the consequences of the pandemic.The group’s output in 2020, measured against the calibre of its work in 2019, showed the standard had dropped. "Notwithstanding, we continue to do our best in isolation, making the most of Teams and Zoom to drive collaboration." This is a frank admission from an agency that topped the Loeries creative excellence rankings in 2020.Grant Sithole, executive creative director at FoxP2, says: "Brainstorming or ideation methods have changed because people are not in the same room. Creative thinking has had to change during the pandemic because the context within which we all exist has changed dramatically. This has been a time of unprecedented ...
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