Why it matters

As the world’s biggest social network, Facebook represents an unparalleled opportunity for brands to reach consumers. It has also helped transform the role of marketing creativity, and given more firms and individuals the chance to make impactful communications.


  • Creativity remains important to breakthrough on Facebook, and should not be neglected in favor of more functional concerns by brands.
  • Big brands could benefit from looking at the marketing efforts of small businesses on Facebook, as these modestly-sized enterprises often react more quickly to evolving consumer habits.
  • Relying on agencies may not be the most effective or efficient approach to develop Facebook creative, especially given the speed at which the digital world moves.

In the last decade, according to Mark D’Arcy, the process of creativity in marketing has “transformed from being something that just observes culture to creating ideas that participate in culture.