Treating creative as a sequenced portfolio, mapped to how different audiences think and decide, is one of the most powerful ...

A creative strategy statement, also known as a creative platform or creative brief, outlines the way in which your advertising will appeal to the interests of your target audience. In essence, your ...

Researchers from Brock University and McGill University published a new paper in the Journal of Marketing that shows how marketers can leverage strategic thinking to create advertising that increases ...

Marketing is the fuel for today’s most successful businesses, and in a hyper-competitive marketplace, it has never been more important for your marketing creative to deliver consistent revenues and ...

The rise of automation and the loss of tracking that allowed for precision targeting shifts the focus of how to connect with consumers back to the strategists, argues Doe-Anderson’s Fredrik Sarnblad.

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When a market experiences pricing pressures due to intense competition, and your competitors apply various pricing strategies to gain market share, you have to develop creative approaches to maintain ...