Writing for INMA, content and social media executive Lewis Boulton highlights the importance of creativity for news brand ad campaigns that want to stand out from the crowd
If part of your job is being seeking out and reading about news brand advertising on a daily basis, you’ll know as well as I do that the bar being set by brands and agencies is edging higher all the time.
For some advertisers, it’s no longer enough simply to present their product or service to readers. This is especially the case when competitors and non-competitors alike are speaking to consumers in spaces where they’re primed to listen and interact with them. Finding an edge in such quality advertising space is key.
This is where the power of creativity enters the equation.
As Porter Novelli’s director of brand growth, Jon Shaw, wrote last week for The Drum, UK consumers are known for needing “wooing” with campaigns that tap into their cultural awareness and match product with purpose. Devising creative solutions that embrace these needs can really help a campaign stand out among the pack.
Click here to see some of my favourite recent campaigns putting a premium on creativity, wit, and a cheeky bit of humour.