A creative strategy statement, also known as a creative platform or creative brief, outlines the way in which your advertising will appeal to the interests of your target audience. In essence, your ...

The crossroads of marketing strategy and creative can be a treacherous place, doomed by ignorance of business objectives, poisoned by politics and shackled by hubris. To learn more about this arcane ...

Marketing is the fuel for today’s most successful businesses, and in a hyper-competitive marketplace, it has never been more important for your marketing creative to deliver consistent revenues and ...