How Is the Creative Muse Changing for Marketers?

Brands need to develop more inviting ad campaigns in which people can play a part

By Christopher Heine

Since time immemorial, ad creative has been fueled by gut instinct, conceiving and developing messaging that both the client and agency hope will resonate with their audiences and drive legitimate business results. However, these days, amid the law of diminishing attention spans and a furiously atomized media environment, consumers now expect the unexpected — a jolt, a pleasant surprise, an exclusive invite — to put them in engagement and/or purchasing mode. Marketers who master this balance between spontaneity and strategy are redefining the creative muse.

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Courtesy of The Association of National Advertisers