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14 December 2021
For the CMO, “where” is not as important as “what”
Creativity & effectivenessCommunications development researchCreative briefing
Message ultimately beats media, according to management consultancy McKinsey and Company; marketing strategy consultancy Forethought’s Ken Roberts and Darren Stein discuss how great creative should start with a foundation of marketing science.
Why it matters
Creative should be a product of instinct (creative execution) and reasoning (what to say), and by producing creative briefs based on identified category drivers of consumer choice, marketing communications can optimise the message.