Ah yes, the #creativebrief, or lack thereof. We all know a good one when we see it or deliver it, yet all too often they just don’t match up to the out-of-the-box impactful creative both sides of the equation are looking to deliver.

Case in point… Nielsen analyzed the elements that impact ad performance and found that creative contributed 47% of total sales, the most of any element, followed by reach (22%), brand (15%), and targeting (9%). And, in 2019, the IPA found that creativity delivered its lowest effectiveness in 24 years.

Time to hone your translation skills people. #wakeupimagine#creativity#marketing#marketoon