Creative vs Strategy: What Difference Does Which Make?

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… Continue reading Creative vs Strategy: What Difference Does Which Make?

Brand Communications: Art or Science?

How many times during my career in advertising and brand communications, spanning several decades, must have I heard the debate over whether creating brand communications is an art or a science. It never ceases to amuse me, and yet, many a time, I have found it exasperating to explain even to fellow colleagues sometimes, that… Continue reading Brand Communications: Art or Science?