Creativity is a powerful way for brands to interact and communicate with their customer but what are the key customer trends? Whether organisations are engaging with consumers who want to evolve their crafts and skills throughout the lockdown, or are moving to a post-pandemic engagement plan, creativity always plays a part.
Over the last decade, consumers have stated they feel the need to be more creative. But what does it mean for them? Its definition has evolved significantly in just the last few years, and how they choose to fulfil their desire for it needs continuous reassessment to be truly understood.
To discover more about how best to assess creative work read The CMFG guide to Assessing Creativity here:
The ability to brief, assess and recognise effective creative is a major skill. Great creative ideas start with a great brief. Your brief will take considerable time and effort to get right but it is an investment that will pay dividends in the long term.The key to a good brief is focus; what is it you need to achieve? What is it about your product or service that really makes the difference for customers? Long briefs with pages of ‘copy and paste’ facts won’t be as effective as short, considered briefs where time has been spent to deliver real insight.