The global economy's
operating system is being reworked and today's leaders must adapt
to a new reality. Marketing plays a critical role in the current
economic environment and people recognise that the sector
is evolving more rapidly than ever before, driven by the growth of
digital channels, brand communities and big data.
Creativity: A vital element
for businesses success worldwide
In order to succeed in this dynamic
environment, it is fundamental for marketers to apply creativity in
every aspect of their marketing strategy.
The great strength of creative
ideas is that they take risks and go to unexpected places, which is
also their biggest weakness: how can we judge the quality of
something that may have few benchmarks?