Creative: Conduct a Creative Symphony

Fast-forward to the present, and advertising can be created and placed in front of our customers literally minutes after being finalized — all done electronically without a single sheet of paper. But has life gotten any easier?

Although we’ve become accustomed to creating art more easily, technology provides opportunities to do things in more complicated ways. Now all of us have to manage a “multichannel” world. To compete, we must be where consumers seek us. Their expectations are that we’re everywhere, and are but one entity, not three: print, retail, e-commerce. To do this effectively, we must be consistent in our message, whether it’s branding or promotion.