SSPT 2 – WEEK 10 – Long Term Effective Creativity

$19.00

SSPT 2 – WEEK 10 – Long Term Effective Creativity course available for download now. you can contact with us for check Files-Screenshot, Demo or a module test. This courses is digital version, delivery via your email in 1~30 minutes. You can download to personal computer or online access with your smartphone, ipad or tablet.

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SSPT 2 - WEEK 10 - Long Term Effective Creativity

SSPT 2 – WEEK 10 – Long Term Effective Creativity

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In a world of marketing science, algorithms and rationality, many marketers feel embarrassed to mention the c-word – creativity.

We all know though that as humans, emotional engagement is still the greatest motivator don’t we? An expert panel from Google, John Lewis, AMVbbdo and Unilever, debate their understanding of creativity as an effectiveness driver and how they structure their organisations to leverage it.

HEADLINES

What is the role of creativity today?

Creativity and innovation remain crucial for marketing effectiveness and broader commercial success, but risks being undervalued and underexploited due to increased short-termism.
Creativity is about continually surprising and delighting people, and is a process as well as an end product – John Lewis defines it as being ‘Constantly Restless’.
Marketing plays two roles in delivering value: Demand Creation is aimed at non-customers, those out of the market; and Demand Fulfilment, which is aimed at customers, those in the market. Creativity is particularly important for Demand Creation, because you are targeting an infrequent buyer, who is largely disinterested, or may not even know you. You are competing with a world of so much choice, competing for attention and engagement…

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