Blog

Branding a product is a more involved creative process than ever. Bill Clow, global director of media arts and CCO of TBWA Worldwide observes, “Brands today … have become the relationship people have with the companies they do business with.” With more platforms to cover than ever, and fewer captive audiences, there is a greater need to create content that consumers seek out. The old days of a simple copywriter and art director model are gone. Brands still rely on strong concepts or “big ideas” but their implementation is in a new interactive environment that requires technologists and media experts to realize. Interactivity changes the way stories are told in advertising. Storytelling requires greater creativity than ever in order establish emotional connections with ones audience—the key to building loyal and invested consumers.