Sylvia Braun
July 4th, 2019
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We are in the golden age of advertising – a time when marketing has become an art form and media connects with everyone. This age has emerged from the shadows of a grey period, led by Apple and the emergence of the sleek, minimalistic ads that sold an experience more than a product. “Where do we fit in this world?” asked Steve Jobs when talking about marketing Apple. He referenced the top companies in the world-like Nike and Disney, selling experiences over products and how this separated them from the pack. Daring to think outside the box requires an inquisitive and bold mind to engineer something fresh. This brave new world opened the creative floodgates and changed the face of advertising as we know it.

The Italian Renaissance changed the face of art forever. It’s not the only time period where great art was produced, but it is monumental in terms of its fame across the history of art. This amazing era was sparked in the midst of hardships, war, and famine. Yet from that drought sprang the need and desire for new services, products, and culture. Need sparks creativity, even when times are tough.

In our current age, we are going through a time of upheaval in society. Climate change and political unrest dominate the news on a daily basis. But advertising is adapting to accommodate peoples’ feelings regarding this. It’s up to you whether out believe a company’s intentions are genuine or hopping on the ‘friends of the earth’ trend. Is drinking from a paper straw saving the penguins? Probably not, but Starbucks wants you to feel like drinking that soy non-fat latte out of a plastic-free cup is saving the planet. Consumers want to feel they can create positive change, which can be done by hopping on the hype train of hot buzzwords like ‘natural’ or ‘organic’. Advertising follows trends just like fashion or music.

Creating reactions in your audience involves creative thinking to break through the oversaturated field, where copy, branding, marketing, and print have all been infused with original and inventive ideas to reach a broader audience. Audiences want to feel a connection to what they’re being shown. They want to be challenged and shown deeper creativity that makes them feel intelligent, not patronized.

In our current age, we are going through a time of upheaval in society. Climate change and political unrest dominate the news on a daily basis. But advertising is adapting to accommodate peoples’ feelings regarding this. It’s up to you whether out believe a company’s intentions are genuine or hopping on the ‘friends of the earth’ trend. Is drinking from a paper straw saving the penguins? Probably not, but Starbucks wants you to feel like drinking that soy non-fat latte out of a plastic-free cup is saving the planet. Consumers want to feel they can create positive change, which can be done by hopping on the hype train of hot buzzwords like ‘natural’ or ‘organic’. Advertising follows trends just like fashion or music.

Creating reactions in your audience involves creative thinking to break through the oversaturated field, where copy, branding, marketing, and print have all been infused with original and inventive ideas to reach a broader audience. Audiences want to feel a connection to what they’re being shown. They want to be challenged and shown deeper creativity that makes them feel intelligent, not patronized.

To see the effects that creative thinking has on advertising, we need only look at how important advertising has become in popular culture. Superbowl ads are considered a highlight of the event. Major retailers like John Lewis put out an annual Christmas ad to capitalize on the Christmas spirit. Audiences expect entertaining, witty pieces that they can ingest like a film trailer. They need that ‘X factor’, that inexplicable quality that hooks them in, despite their own skepticism. How many times have you had that catchy jingle stuck in your head or been able to quote a funny ad verbatim? Creative and memorable, even if annoying.

A good ad hooks you in and is memorable. an remember a McDonald’s commercial from the 90’s, and I can’t even remember my grocery list half the time. That’s powerful. I may not remember what burger was being featured, but I remember the idea, and that’s far more influential than any individual product.
Creativity affects all aspects of advertising. It gives personality to branding and a face to a company. And with today’s advancements in technology, a good marketing campaign will accommodate budgets and manage campaigns without overspending. As a result, the market has become saturated with advertising, making the pack far more competitive and saturated. So, creating a run-of-the-mill campaign does no good amongst the sea of competition.

Creativity has no budget, yet it’s what elevates a lower cost campaign to be more memorable than an uninspired high-budget one. That’s why it’s so important to have a creative, inspired team behind every campaign. Marketing is personal, and writers and designers can show their voice and engage in a more casual way. Gone are the old days of simply marketing a product. The world might be burning, but that doesn’t mean creativity has to go up in flames.

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