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24 March 2021
The Five Fs formula for creative effectiveness
Brand identity & imageEmotionStorytelling
Brands planning to lead with creative marketing should note two trends, according to Kantar’s APAC head of creative Irene Joshy: focusing on authenticity and purpose can be very profitable, and consumers want more entertainment – preferably of the joyful kind.
Why it matters
Creative effectiveness is one way that brands can pandemic-proof themselves and they can look to the five Fs of fortitude, feeling, fluency, focus and fun to deliver it consistently.