February 1, 2009

importance of creativity and integrations

Great work coming out of TBWA/Istanbul with the YKM (Turkish department store) shopping bags. During this time of economy using all consumer touch points in innovative ways seems essential. Creating unique experiences and linking established consumer mediums with marketing campaign messages will be a great tactic for maximizing investments and results. Integrated marketing communications has come a long way, but very few in the game are creating truly 360 communications. Creativity, innovation, and integrated strategies will be the core tactics of those who are the most successful. As budgets decrease it seems that messages on one medium that do not align or compliment messages on other mediums will waste more investments because there will be less impressions and reach within them. Consumers will become even more confused of brands than they already are...

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