How to Keep Creative from Running Amok with Your Strategy

Aaron Heinrich

Director of Marketing at ABC10 a TEGNA station

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Marketers have a bad habit of letting highly creative ideas takeover or even take precedence over strategy - despite what their experience and data might show them. But the world is full of creative campaigns that failed on one key element - the consumer doesn't remember the company that ran the campaign! Now that the pandemic has put even more restrictions on what we show and do as marketers, there is even a greater temptation to rely on creativity to build a brand and grow an audience.

Key Takeaways:

  • How to Keep Creative from Running Amok

  • How to identify campaigns that have run amok

  • How to keep campaigns from being driven predominantly by creative

  • How to be creative in the face of constraint -- and still stay focused on your goals

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