Jonathan Kowalski, TheSoul Publishing's Director of Brand Partnerships, shares with BRANDS Journal, how to deliver on mutual business objectives while also developing innovative and creative campaigns that not only attract viewers, but also keep the viewers coming back for more.
Creativity brings to mind mental pictures of abstract art, flashy ad campaigns, and “blue-sky thinking”, in trendy design studios. However as anyone who works in branding, marketing, and content will know, the best creatives are backed by strategic thinking and supported by knowing who you’re trying to reach, what they care about, and what channels they use. In short the best creative campaigns are meticulously planned and, most importantly, deliver on business objectives.
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