Guest: Claire Winslow, CEO Best Practice Media discussing an evolving definition of creativity in advertising.
- Audience segmentation and funnels are the new form of creativity
- We should not limit the word “creativity” to a traditional definition of coming up with the ideas - it’s more than the ideas because it also involves the technical skill and strategizing of promoting the message, which can be done creatively even if it doesn't resemble Mad Men
- The evolution of language: it always changes. Look at Olde English. Old people always dog young people.
- Instead of taking slogans from traditional media and putting them on social ads, reverse it and let inexpensive social advertising inform the traditional ads which are more expensive to produce:
Case study from Claire's agency Best Practice Media: Buc-ee's Texas road stop, an amusement park/gas station - how Claire’s team is helping Buc-ee's choose effective copy for their road sign using digital.
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