For as long as I have been in advertising and brand communications, which is several decades, there has been a debate on which is more important: brand strategy or the creative idea. In other words, the message or how that message is communicated.
I came across some international campaigns recently which brought up the question again in my mind and I wrote this piece for LinkedIn this month.
https://www.linkedin.com/pulse/creative-vs-strategy-what-difference-does-which-make-geeta-sundaram/
Peripatetic Perch 