​“Creativity is inventing, experimenting, growing, taking risks, breaking rules, making mistakes, and having fun.”  – Mary Lou Cook


In recent times Marketing goes beyond words and pictures that go into ad campaigns but the need to master data analytics, customer experience, and product design. Question is does this additions in anyway affect the creativity of the profession?

The answer is No! In the past, marketing measured success by sticking to budgets and winning creative awards. Today, the ability to measure data and adjust strategies in real-time enables marketing to prove its value to the business in entirely new ways.

Today, creative marketers need to operate more like entrepreneurs, continuously adjusting to sustain the product/market fit (i.e the degree to which a product satisfies a strong market demand).

Marketing is no longer about mastering the use of traditional channels, but more of constantly innovating and utilizing creative solutions that will maximize returns. 

The way people communicate, assess and analyse information has drastically changed and given that mobile phones are now a part of our DNA, communication marketers must reach people through this channel in more creative and aesthetic ways. 

To grab peoples attention or differentiate your message demands creativity.

According to a study by Werner Reinartz and Peter Saffert, the relative effectiveness of adding creativity to a campaign can vary significantly. They found the most effective combination of creative tactics to drive purchases was originality (elements that move away from the obvious and commonplace) plus elaboration (extend simple ideas so they become more intricate). Originality and elaboration had almost double the impact of flexibility (links the product to a range of different uses or ideas) and artistic value (often viewed as a piece of art rather than a sales pitch).

The same way having a great conversation makes you reflect on it later, so should your ad. It’s not always about what is said on the surface, but the subtext behind the text — the gray area where you find the complexity and influence. The impact of your marketing rests solely on your ability to resonate with an audience that may not have the creative mindset. 

“We all have different paths to the same destination.”

Marketers now have to become more creative in selecting their promotional mix elements to ensure that they effectively reach their audience via the channels they use. ​

A marketers goal is not to make art, but to make an impact on results.