What is the best creativity?

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According to many sources, 70-80% of the effectiveness of advertising communications depends on content or creativity. It is creativity that is the key factor in the success of advertising and communications today. Banal solutions in advertising no longer work. You need to constantly search, try, analyze and improve.


First, you need a good creative base, including really good specialists . This is the foundation of success, a guarantee that brilliant ideas will be implemented 100%, and not get lost somewhere on the way to the project deadline.
It is necessary to divide the audience into segments . When creating segments, it is necessary to take into account, on the one hand, consumer habits or, conversely, rejection of some brands or categories, on the other denmark cell phone number list/ hand, the desires and interests of consumers, to see them as ordinary living people. Segments must be large enough to be meaningful for the brand and, in aggregate, to cover new audiences in order to develop the brand.
Having understood the segments, it is necessary to design a comprehensive communication plan , detailed briefs that will be understandable to the creative and will answer the questions:

What is the best way to engage people in this segment with our story and when?
What are they interested in?
Where will they see the ad? Not only on what channel, not only online or on YouTube, but also on what, maybe on several gadgets at once? Will the person be driving somewhere at that time or sitting at home in their pajamas? Will they watch the video with the sound on? How long do we want them to watch it?

Once all the information about a segment is gathered in one data set, we need to focus the creative in such a way that it reflects the interests of the target audience . We must go with our customers where they go, be where they want to be, and then tell about the brand in the only right format at the very moment when we can have the greatest impact on their purchase decision. To do this, we need to understand the specifics of each channel even better, and get used to new forms of storytelling.