For a long time, creativity has been surrounded by an almost mystical aura. We hear talk of the "flash of inspiration," the "creative genius" who one day has a great idea and turns it into an iconic campaign. But what if creativity weren't just a matter of innate talent, but also of method? What if it could be trained, organized... even scaled?
It may be a matter of "professional deformation," but I believe that in today's marketing, where the speed of launches, channel fragmentation, and the pressure to innovate are constant, relying solely on spontaneous moments of inspiration is unsustainable. Brands that truly make a difference don't just have brilliant ideas: they have systems that allow them to generate, test, and deploy those ideas consistently and effectively.
The big challenge is this: how do we keep the creative magic alive without stifling it under repetitive processes or rigid structures? I think the answer isn't choosing between chaos or control , c level contact list but rather finding a balance between intuition and method . To achieve this, more and more marketing teams are adopting structured models—such as Design Thinking, SCAMPER, or creative sprints—that allow them to scale innovation without losing authenticity or impact.
Because yes, creativity can (and should) have structure. And in this article, we'll see how to build it without extinguishing the spark. Ready?
Creativity with method
Far from limiting inspiration, structured models help channel it. They allow creativity to flow purposefully, be shared across teams, and be transformed into concrete results. In the context of marketing, applying these frameworks not only improves the efficiency of the creative process but also opens the door to more relevant, user-centered, and more adaptable solutions. Below, you can see three of the most useful models for scaling creativity.
Design Thinking
Design Thinking is perhaps the most popular approach when it comes to human-centered innovation. Its main strength is that it puts the user at the center of the creative process, which fits perfectly with today's marketing objectives.
This model is structured in five phases: empathize, define, ideate, prototype, and test. In a campaign, it can be applied to detect real audience insights, co-create concepts with users, and test ideas before launching them on a large scale. Brands like Nike and Airbnb have incorporated Design Thinking not only into their product design but also into the creation of content and brand experiences.
SCAMPER
Sometimes it's not about inventing from scratch, but rather about looking at what we already have with fresh eyes. That's where SCAMPER comes in , a technique that invites you to modify existing products, ideas, or processes through seven actions: Substitute, Combine, Adapt, Modify, Propose other uses, Eliminate, and Rearrange.
In marketing, SCAMPER is especially useful for refreshing campaigns, evolving mature products, or finding new approaches to tried-and-tested content. For example, what if, instead of removing a feature criticized by users, you simply adapted it to a different audience segment? Or what if you combined two previous campaigns to create a new narrative?
Creative Sprint
Inspired by the design sprints developed by Google Ventures , the creative sprint is an agile methodology that allows you to move from a challenge to a tested solution in just a few days. It brings together diverse team profiles (marketing, product, design, data) to work intensively to develop, prototype, and validate a concrete proposal.
This tool is ideal for launching a new campaign, defining a new minimum viable product (MVP), or reacting quickly to a market change. Instead of dragging out discussions for weeks, the creative sprint focuses efforts on a clear process, with decisions based on real-world testing.