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Creativity Takes Courage!

BY SARAH ARAIGY, CHIEF OPERATIONS OFFICER, BRIDGE OF MINDS

Creativity is the core of the advertising industry around the world. It’s the essence and effort done since the beginning. There is no concept more politically important yesterday and today than creativity!
Global ads were coming through the years from a product sales perspective without the understanding of how creativity can lead to market performance. Agencies used to focus only on creating buzz and awareness around the brand name while triggering people with ads that simply catalogue product attributes or benefits without any focus on customer needs and expectations.

Nowadays creativity has taken a whole new approach. It starts with humanising the brand and putting some real faces


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