Why Creative Matters Most

Ipsos’ Peter Minnium explains that creative ideas must be strong enough to inspire creators all along the campaign life cycle.

MarketingLand, February 24, 2017 — In today’s digital world, the brand marketers and their agencies control a much smaller piece of the communications supply chain. Digital advertising has enabled a level of interaction and dialogue between marketers, consumers and the media whereby the three are becoming equal partners in the advertising experience — often as co-creators.

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