Creativity is the powerhouse of business growth- Adedeji
By Zion Rufus
Inventiveness, and the ability to devise new strategies to solve both old and new problems have become an important aspect of marketing and advertising. The importance of creativity in advertising can never be overemphasized.
For starters, creativity is what differentiates your brand from the competition I.e, the competitive advantage your brand has over others rests in your ability to come up with creative ideas to do things differently from how others are doing it. As professionals have shared, nothing is more effective than creative advertising, creativity is the soul of advertising and branding
“Everything eventually boils down to creativity,” said Tolulope Adedeji, Marketing Director, AB-InBev.
“And for me, creativity is closely knit to innovation. So as marketing professionals, as business leaders, we should keep devising creative solutions to solve our consumers’ problems. We can explore all the strategies, but it all comes down to using creativity to solve all our consumers’ pain points.”
However, creativity doesn’t just refer to a “catchy” or “colorful”advertising. The essence of creativity in advertising is to create something uniquely attractive, that will be appealing to the consumers, address their pain points, and grab/sustain their attention, while still communicating the brand’s message in an original and artistic manner that will not be discarded as “too familiar”.
“We should not get carried away with fancy creatives, fancy pictures or fancy videos, but rather ensure that the creative is contributing to the growth of the business and addressing consumer issues,” Adedeji added.
“I hope that moving forward we can start to see more Nigerian work on the global stage, not just for the sake of the awards, but in recognition of the excellent works that we are capable of doing.”
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