Their needs and objectives have been and continue to be our daily bread

[RafiRiFat336205]

I'll give you a simple simile. People are like companies. Not only are they born, grow, reproduce and die (yes, companies also die after a while, check out history), but they also have a unique and characteristic personality. And to go on with the comparison, there are better and worse ones.

In the late 1980s and early 1990s, I was fascinated by the marketing of a large company when it provided me with its strategic plan. In addition to appreciating the reverence they felt for the brand, the care taken in its creation, and the actions taken to establish an effective positioning, I learned for the first time about the elaboration of a brand universe with all its constellation of attributes. I immediately sensed the potential that all this had.

Crafted from powerful and carefully thought-out insights, it not only facilitated creative work but also subordinated it to a higher plan, a long-term strategy for the brand.

From that moment on, I became aware of the importance of aligning any campaign with a company's marketing plan, and this with the company's business objectives, its reason for being.

On the other hand, I have also come across important companies that lacked a marketing plan, despite having the word marketing on their lips every day.

As a creative director, I am used to thinking strategically all india whatsapp number for the benefit of my clients. What is surprising is that some people have been surprised that I did not want to "spread the word" in a campaign, but rather to know their marketing and company strategies perfectly before developing the creative, media or communication strategies.

And why? Because of something you must learn early in this business for your work to shine: synergy. When your advertising campaign adds to the client's strategy, they grow. Their business grows. You win. This can be summed up in an old advertising aphorism: it's not creative if it doesn't sell.

Too many campaigns designed exclusively to win this or that award have sometimes affected the business path of some advertisers.

As a final conclusion, I will say that the use of storyscaping is irreplaceable. It condenses different marketing approaches - used for years - and traces an itinerary that is easy to understand (sometimes strategic postulates are not easily grasped) and to implement.

That's why advertising agencies that develop storyscaping for brands don't do it as a result of a passing fad, but rather a new digital me-too that's in fashion. We've normally been doing it for years, with different names, but with identical results.

We are aware of where the client and their brand are, and where they want to go. The job of a Creative Services Agency is to generate a universe of actions and interactions with the brand, which gives the brand's stakeholders the best experience through all possible means. An experience that encourages them to repeat, share with others and remain loyal. Hard work. But highly rewarding.