Creativity

Date of publication: June 3, 2007

Catalogue: WM3 2007

Author: Eric de Rugy

Abstract:

This paper shows how brands facing deep marketing challenges such as repositioning, brand extension or competitive attack require creative solutions to engage consumers in entirely new ways. The paper describes an approach to identify real business issues, find powerful insights and deliver truly original communications ideas, then analyses the development of truly media neutral tools aiming to select the appropriate channels in a 360 communications plan.

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