REQUIRED READING POST

Creative and effective ads generate more than four times as much profit, meaning that brands should bolster creative branding strategy to drive growth.

CMO Council’s Brand Inspiration Center is a hub for innovation without limitation in today’s complex marketing world, where brand managers are being challenged to make smarter, more informed decisions.

Brand Inspiration Center aims to benchmark best practice and provide solutions to global marketing leaders in all areas of the go-to-market and customer support ecosystem, most notably creative development, content adaptation and customer interaction – including the most recent real imperative to embrace Generative AI. Through its programs, research and expert reports, Brand Inspiration Center does a dive into disruptive factors in the product marketplace, and the progress manufacturers and retailers are making to address the challenges they now face.

Within the hub, the Knowledge Center features a number of resources dedicated to helping improve performance and effectiveness in the marketing supply chain. There is a now a real imperative to embrace Generative AI in all areas of the go-to-market and customer support ecosystem, most notably creative development, content adaptation and customer interaction. 

CMO Council is launching this new campaign to engage global marketers in qualitative interviews and an online audit and assessment of creative resource utilization and alignment in and outside the marketing organization.
“Innovation Without Limitation - The Impact Of Digital Marketing Innovation On Brand Value,” is a campaign to review performance of internal creative departments and contractors (agencies/design firms/ freelancers), as well as those directing or approving creative work. The program seeks to: 

•    Identify issues, obstacles, and challenges to producing and inspiring creative across multiplying digital media channels of branding, content consumption, communication/messaging/ chat, and social engagement.
•    Rate marketing organization effectiveness in Creative Process Outsourcing (CPO), as well as identifying, contracting, retaining, directing, evaluating and managing creative talent, diversity and correctness in the creative marketing workforce.
•    Explore a multiplicity of topic areas relating to creative output, process improvement, efficiency and impact.
•    Understand new dynamics and considerations in the creative area (digital, multi-regional, cross-cultural, generational, operational, organizational, technological, motivational, etc.)
•    Solicit creative asset commentary and perspectives on how well clients/marketers and management encourage, nurture and protect the creative process.
•    Discuss best practices in the creative development process from origination through global delivery and performance measurement.
•    Look at how creative teams are being challenged to address sustainability issues in key areas of design, including packaging, print collaterals, documentation, signage, direct mail, etc.
•    Preview and gather input on new cloud-based solutions and services that advance creative collaboration, ideation, execution, social validation and process/digital asset management. 

Creative is one of the most effective levers driving differentiation and ROI via changing consumer behavior, AI advancements, macroeconomic pressures, and growth of user expression. Learn from experts and our creative effectiveness research on YouTube about how to make your ad creative work harder, reports Google.

Creative marketing strategies can actually improve brand understanding, and it can help your marketing team better align marketing strategies with business strategy – an imperative as Kantar revealed that creative and effective ads generate more than four times as much profit.

In fact, McKinsey reports that CMO’s have a once-in-a-generation opportunity to lead growth, as 78 percent of CEOs are now banking on CMOs and marketing leaders to drive growth.

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MORE excellent evergreen content from the CMO Council’s previous publication, Peer Sphere. READ HERE