opportunity 130 of 150 Many advertising executives will tell you that creativity is the key to effective advertising. They will also tell you that they are the best source of the required creativity. What drivel! Creativity is important at every level of marketing including: Interpreting market research Identifying opportunities – or creating them Developing marketing […]

opportunity 130 of 150 Many advertising executives will tell you that creativity is the key to effective advertising. They will also tell you that they are the best source of the required creativity. What drivel! Creativity is important at every level of marketing including: Interpreting market research Identifying opportunities – or creating them Developing marketing strategy Developing media strategy Making marketing accountable Creativity is most often defined as – ‘the use of imagination or original ideas to create something; inventiveness’. Imagination and original thinking are very useful in marketing when analysing and determining the practical implications of the data arising from market research and in using that data to identify opportunities, develop strategy, buy media and maximise accountability. While randomly generated ideas are of little value in any of these areas, structured lateral thinking is critical. Creative thinking is undervalued in all of these areas. It is most undervalued in…