Creativity: a new benchmark?

Charlie Crowe, MD of C Squared Communications, is an enthusiastic advocate for creative media. As the publisher of Cream (a new magazine illustrating 'the best in creative media worldwide'), he provides plentiful examples of original and innovative communication ideas where message and media are totally integrated.

Creativity: A New Benchmark?

Charlie Crowe

Back in 2001, unicef in Germany had some budget to spare for communicating its latest cause across the country. The issue was the plight of poor children in Africa, most living in impoverished families earning less than $1 each day. The growing realisation that child hunger and malnutrition were not just confined to well-publicised famines was an issue that UNICEF rightly wanted to champion. As with all charities, the size of the ad budget was miserable in proportion to the size of the problem. There would be no lavish TV ads, even if generous...

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