Creativity is everything in advertising

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EMPATHY IS AT THE CORE OF THE CREATIVE PROCESS.

EMPATHY IS AT THE CORE OF THE CREATIVE PROCESS.

I heard a great line the other day: empathy is at the core of the creative process. I like to think of this as having to be in a selfless mode in order to produce effective work. When you manage to create emotionally evocative work, that means you’ve understood what makes your audience tick, and with empathy, have reached out meaningfully to engage them with your idea. Creative planning starts with research, targeted observations and an examination of your audience’s core val

THE BALANCING ACT OF STAYING BALANCED.

THE BALANCING ACT OF STAYING BALANCED.

There’s this innate, euphoric feeling that I get when I create a design, an ad, or especially a brand strategy that is simply perfect. It usually has everything to do with striking the right balance. The right balance between an idea that is way over the top and one that meets all criterion with refreshing originality or the right balance between a string of words that are painfully clunky and words that swiftly sing along to empower your emotions. Achieving the right balance