Creative

Fantastic creative is what makes content that people love. The greatest challenge is ensuring that the three other pillars receive as much attention as creative. Occasionally, you will see wonderfully crafted content make an impact due its beauty, but to increase the chances of resonance, content needs to be underpinned by a strategic and data driven approach. Creative is the most sexy of the four pillars, but content without a strategy to guide it, data to shape it and KPIs to measure it, is aimless.