Creativity is tied to nature like air is to people. So when it comes to capturing it, bottling it and passing it around, it takes a great mind to constantly search for the new, trendy, next innovation that’s going to be a hit.
The digital age has brought many possibilities for creative minds to unleash and while there is never a shortage of ideas, there is a form of mastery of design and concept that goes into the basic notions of creativity and marketing. Here are the 3 foundations for a successful creative career:
Creative agency is marketing communications first
While creativity and artistry go well, communication must remain the first focus a creative agency. To communicate ideas into straightforward concepts in the shortest amount of time possible is a challenge that requires a great deal of closeness to the way humans connect, share, relate, and ultimately. Words, shapes, colors, textures, platforms, visuals, text and more all together create a complex web of possibilities for positioning messages and targeting audiences. Staying true to the heart of the message while finding ways to surprise and engage is genius.
Simplicity before complexity
While the web has opened the greatest doors to all kinds of technological capabilities to share information, consumers are finding themselves overwhelmed by the endless choice, amount and stimulus of data. The simplicity of conveying messages more efficiently as it requires less energy expenditure translates into a more immersive experience. The genius of successful creative thinkers is to reduce complex ideas to something that is both easy to digest and powerfully remembered.
Have one foot inside the box and one outside it
Not only necessary but more important is a creative “straddle” way. To be able to relate to mainstream flow so that its message appears relevant to a wide range of people while challenging innovative vibes and sparking new trends is something that shows genius. Indeed, creative marketing strategies are best seen when bridges are made between what is known and what is yet to be discovered. Interesting the consumer with novelty has its limits and at the same time taking the risk of boring it with “never-done-it” is simply not an option. Finding the perfect balance between the two demands real talent in listening skills, curiosity, field knowledge and human psychology.
