Everyone is doing SEO; how can you stand out? Creativity!

The concept of measuring creativity can be a tricky one. After all, an ability to view the world in a different way, respond to it, and make connections that might otherwise be overlooked by others can appear to be largely unquantifiable.

As we continue to see the most creative brands driving even bigger and more impressive results, however, the concept of ingenuity is something that simply cannot be overlooked, particularly by businesses looking to set themselves apart throughout 2020 and beyond.

Performance vs brand building: do I need to choose?

Although making sense of artificial intelligence, digital channels and technology is clearly extremely important in an increasingly digital world, creativity should be viewed as one of the core elements that gives marketing its power and momentum.

The notion that marketing now presents a binary choice between driving performance and building a brand is simply erroneous. The two components must work together to deliver meaningful results that will make an impact in the highly competitive and fast-moving marketplaces businesses must navigate today.

Pulling back on brand health investment, for example, will almost always result in a deterioration in key performance metrics. Conversely, however, investing in innovative creative work can drive the efficiency and effectiveness of your entire digital strategy. Losing sight of the importance of creativity can be easy, especially when there are always several other avenues vying for your attention. However, by failing to create a narrative and establish a desire for the product and/or service you are providing, finding customers who are willing to convert will be challenging.

Is there ever such a thing as too much creativity?

Creativity helps us to understand and co-operate with both colleagues and customers, to make sense of the challenges facing brands and organisations, and with the formation of remarkable, highly adaptable solutions that facilitate brand growth.

It is a common misconception that consumers are overwhelmed with brand narratives, which can result in less creativity and the creation of fewer stories. Instead, when a powerful message has been created, brands must ensure that it clearly fits into every touchpoint and communication channel to drive results and make a lasting impact.

The speculative link between creativity and return on investment

As the industry has been so focused on performance metrics for such a long time, it can be difficult to step back and begin investing appropriately in brand building. Determining return on investment (ROI) is much easier to do when there are hard data points to be collated and analysed. Aligning creativity with proven bottom-line numbers isn’t easy, but this doesn’t need to be viewed as a negative.

If the creative arm of your strategy doesn’t connect with your consumer, your campaign will suffer. Your consumer wants to understand your messaging and if you aren’t communicating your ideas in ways that work at an emotional level, you simply aren’t going to drive the results you want to see, even if your campaign is otherwise technically perfect.

Establishing a creative strategic approach

The most effective creative strategies emerge from a process of collaboration within which partners and colleagues feel able to freely pitch in and uncover meaningful insights that lead to the development of genuinely innovative work. With patience, trust and some big picture thinking, your marketing team will deliver fresh briefs and powerful strategies with the ability to generate valuable leads and sales by connecting with the right audiences at the right times.

Management teams and key decision-makers are facing unparalleled challenges led by the speed of innovation and need to remain agile in the face of changeable marketplaces. Our hiring experts here at Clifford Associates can assuage the resourcing burden facing the senior digital sector of your organisation, so why not contact us today to find out what we can do for you and your business.

 

Don't just take our word for it

  • Tom Salvat, CEO, CONCURED
    "As a fast-growing start up, we need great people with a tough set of skills to find. They need to be hungry, experienced and fit the culture of a business that is always adapting and growing. Finding these people using Linkedin and other job boards is tough, time-consuming and rarely bears fruit. Ross has always been able to uncover gems for us, and we are benefiting greatly from his skills at CONCURED. Ross has a rare ability to really understand the business, the culture and the people that will nail the role. I couldn't recommend him highly enough, and he is the only recruiter we deal with"      
    - Tom Salvat, CEO, CONCURED
    Tom Salvat, CEO, CONCURED
  • Tariq Mahmood, Enterprise Sales, Concured AI Content Marketing
    I am writing to express my gratitude to Ross Clifford & Associates who helped me successfully secure the role of Enterprise Sales Executive at Concured. Ross was extremely professional and understood the specifics of the job I required. I especially appreciated his fast response, transparent communication, and coordination in a timely and efficient manner.
    - Tariq Mahmood, Enterprise Sales, Concured AI Content Marketing
    Tariq Mahmood, Enterprise Sales, Concured AI Content Marketing
  • Jessica Cole, Editor – Redwood London.
    Ross is one of the friendliest recruiters I've dealt with. He was always attentive, quick to respond and ready to help with any questions I had. He's very professional, and not at all superficial like so many other recruiters out there. I would highly recommend him.
    - Jessica Cole, Editor – Redwood London.
    Jessica Cole, Editor – Redwood London.
  • Gareth Lofthouse, Founding Partner, Longitude.
    “We look for commercial people with a rare blend of talents. They need to be able to advise our blue-chip clients on thought leadership strategy. They need to be highly strategic and purposeful in uncovering opportunity. And they need the hunger it takes to thrive in a rapidly evolving business. RC&A were quick to understand our needs, they only delivered high-quality people for interview, and succeeded in getting us a winning candidate incredibly fast.”  
    - Gareth Lofthouse, Founding Partner, Longitude.
    Gareth Lofthouse, Founding Partner, Longitude.
  • Johnny Meredith, Senior New Business Manager, The Bio Agency.
    I can't rate or recommend Ross highly enough. He brings a thoughtful, personal approach to the process, carefully matching opportunities with candidates, through a good understanding of their priorities and skills. Throughout, he keeps candidates up to date in an open, honest way. A genuine pleasure to work with.
    - Johnny Meredith, Senior New Business Manager, The Bio Agency.
    Johnny Meredith, Senior New Business Manager, The Bio Agency.
  • Karen Troman, Office Manager & HR Co-ordinator, VoucherCodes.co.uk part of RetailMeNot
    Ross is the best recruitment agent I have worked with, he stayed in contact, kept me informed and was with me every step of the process. He also checked in with me during my first couple of weeks in my new role to make sure I was settling in. I wouldn't hesitate to recommend him.
    - Karen Troman, Office Manager & HR Co-ordinator, VoucherCodes.co.uk part of RetailMeNot
    Karen Troman, Office Manager & HR Co-ordinator, VoucherCodes.co.uk part of RetailMeNot
  • Neil Kettleborough, CRO & Co Founder, Chalk Social
    I have worked with Ross over 4 years now and he has always delivered a really high standard of candidate both at senior and junior level. His online knowledge is second to none and all the candidates he has put forward over the years have only good things to say about Ross and his work ethic.
    - Neil Kettleborough, CRO & Co Founder, Chalk Social
    Neil Kettleborough, CRO & Co Founder, Chalk Social
  • Helen Rosemier, Commercial Director, Professional & Financial Services Practice, Longitude
    Ross is a fantastic recruitment consultant -  extremely professional, meticulous, patient and supportive. Throughout the process, I felt he represented me really well and genuinely cared about my career and finding the right role. Thanks to Ross I am now in a role I love, working with a brilliant team. Very highly recommended!
    - Helen Rosemier, Commercial Director, Professional & Financial Services Practice, Longitude
    Helen Rosemier, Commercial Director, Professional & Financial Services Practice, Longitude

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