What types of creativity work best?

Describes various creative strategies and which ones are most effective.
  • There is no one best type of creativity; it depends on the creative brief and identified goals.
  • Certain creative strategies tend to do better in delivering against different kinds of goals depending on whether the metrics are at the campaign, behavioral, brand or commercial level.
  • “Right-brain” creativity outperforms “left-brain” creativity in terms of increasing attention, maximizing emotional response and driving long-term business outcomes.
  • Stunt and spoof strategies have proven successful for low budget brands and campaigns....

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