WHY THE KEY TO GREAT CREATIVE IS GREAT CREATIVE STRATEGY

Summary from the TLDR Marketing newsletter

The focus on creative strategy is often overshadowed by the rush to execute campaigns. However, creative strategy is crucial for driving brand success. A clear brief reduces wasted time, unnecessary testing, and personal biases. Briefs that contain a “high definition strategy” shouldn’t leave space for creativity to blossom. Every element stipulated in the brief should work towards the same end goal, saying what it needs to say to the right audiences in a compelling and culturally relevant way.