Smarter creative is…
Designed for digital.
Smarter Creative campaign ideas are developed with digital as the primary channel; because that’s where consumers are spending most of their time. TV and offline media are important to the creative process, but if an idea doesn’t work in digital it doesn’t work (and it’s not smarter creative).
Has best practices built in.
With most brand engagement happening on mobile screens only inches from our consumers’ faces (and hearts) our ideas have to be incredibly thumb-stopping. Smarter creative follows mobile and platform-specific best practices to ensure success.
Smarter creative Is…
Ready for testing and optimization.
Creative running in a digital campaign has to be flexible enough to accommodate robust testing and optimization. Smarter creative plans testing strategies early in the creative process.
Delivers BIG IDEAS
Smarter creative is made by pulling in diverse voices, leveraging learnings from previous campaigns, and is rooted in sharp insights to ensure that brands can make emotional connections with consumers.
Digital marketing is complicated, and requires experimentation.
I can’t guarantee that a campaign will work, but I can guarantee a campaign produced with smarter creative will teach us lessons to make our next campaign more successful.