Can data and technology add some clarity to the process?
This week’s Marketoonist pokes fun at the many approaches marketers and their agency counterparts take in coming up with a creative game plan.
Fishburne’s take: “Having been on both sides of the table, I think the quality of the marketing brief is one of the most significant factors in the quality of the resulting creative. Because most marketers give insufficient attention to the creative brief, this gives an advantage to the few that do. Inspired briefs attract inspired teams and lead to inspired work.”
Why we care. With more channels than ever to distribute creative, and with the process becoming more automated and digitized with digital asset management (DAM), the pipeline is transforming. No doubt some of the scenarios depicted above will benefit from performance-based data, taking some of the mystery out of the creative enterprise.