creative_marketing

Today’s Most Effective Creative means New Channels, not New Ads…

• by Dan Bailey

What’s the best way to create truly successful breakthrough promotions in this modern era of communications saturation? Most creative agencies and schools, from my observation, have focused on producing the most creative, and best technical executions, in standardized media platforms. So, there’s this old way, and then there’s a new way: What about applying creativity to invent new channels for one’s product? Such as the Honda Civic Musical Road project…