060 - Does Digital Kill Advertising Creativity? Claire Winslow

Beetle Moment Marketing Podcast

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5y ago 24:11

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Guest: Claire Winslow, CEO Best Practice Media discussing an evolving definition of creativity in advertising.

Audience segmentation and funnels are the new form of creativity
We should not limit the word “creativity” to a traditional definition of coming up with the ideas - it’s more than the ideas because it also involves the technical skill and strategizing of promoting the message, which can be done creatively even if it doesn't resemble Mad Men
The evolution of language: it always changes. Look at Olde English. Old people always dog young people.
Instead of taking slogans from traditional media and putting them on social ads, reverse it and let inexpensive social advertising inform the traditional ads which are more expensive to produce:

Case study from Claire's agency Best Practice Media: Buc-ee's Texas road stop, an amusement park/gas station - how Claire’s team is helping Buc-ee's choose effective copy for their road sign using digital.

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