In advertising, “creative” is the artistic application of the marketing concept. Ads, websites, commercials. While we are a huge proponent of good creative, we don’t like to limit the term to cover only the ornamental half of the equation.
Marketing itself requires creativity. our tagline, “Creative. Media. Solutions.” is reflective of that. Unlike many marketing people, we come from creative backgrounds, both as copywriter and designer. Luck of the genetic draw. But, as both a creative director and a marketing director, we are unable to do creative without a solid marketing purpose and unwilling to do marketing without a good creative approach.