Creativity in the hands of a skilled practitioner is a business tool that can allow a marketer to take giant steps towards success.
On the other hand, creativity misdirected is an expensive indulgence that can allow competitive brands the opportunity to win.
The key for marketers is to know the difference, especially in the heat of campaign development, when being objective is harder than you imagined. You need to know the creative people are working for your best interests, developing work that changes behaviour rather simply scoring well on recall.
We believe differentiated brands are best created by having authentic stories with strong emotional power to touch the consumer thus placing your brand firmly in his or her mind.