The iPad. Google this, Google that. Yahoo/Bing. Rue La La.
Finally, amid the fierce competition in direct marketing, those who create and tell the stories — the imaginative creative voices — are gaining back their seat at the solution table. And, they should. Media, marketing, technology. None of it will spark interest if consumers are not first engaged, then captivated. It’s the work of the designers, the writers, the artists, that capture that moment.
Strategy and creative are twins and need to live side-by-side, breathing life into ideas. With communication as complicated as it is today, the message must be seamless and integrated. That can’t happen without intimacy, and intimacy happens best when there is a shared sense of purpose and priority.