Advertising in context: Create context and relevancy

This article argues that context lies at the juncture of strategy, creative and media, and that an iterative process that fosters collaboration between strategists, creatives and the media team is much more likely to create relevancy for customers.

Advertising in context: Create context and relevancy

Jim BosiljevacDDB

A brand that considers context to be an integral part of the concept and builds a process that fosters collaboration across strategy, media and creative is much more likely to get its message in front of its customers when, where and how it is most relevant.

Context is King

This article is part of a collection of articles on the importance of context in advertising. Read more.

AGirl Scout selling cookies is cute. A Girl Scout selling cookies outside a weed dispensary is context. Brilliant, creative context (and...

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