Creativity Beyond Advertising: Branded Content
Ivonne Boumeester, 3MO
Ivonne’s credo: alongside traditional advertising, brands should actively explore other forms of engagement - particularly partnerships - and approach them with creativity.
This perspective is reinforced by numbers two and three of Mark Ritson’s ten drivers of marketing effectiveness: creativity and distinctive brand assets.
“Great creative work is more important than media spend when it comes to driving impact. It starts with a strong idea: 5–35% of your ROI comes from targeting, but 50–80% is driven by creativity.”
One of today’s biggest challenges — and in the years ahead — is how to effectively reach audiences through traditional advertising. Marketers are facing fragmentation, divided attention, ad blockers, declining viewing figures and rapidly rising TV costs (with inflation of 50% over the past five years).
Will TV remain cost-effective in the future?
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