The left and right sides of the brain have always been associated with different abilities: one with logic and the other with creativity. There is no doubt that the two sides communicate so that we can respond to the challenges we face in our daily lives. Whether we are more analytical or more creative, we know that the two characteristics never exist independently. The same is true in creative agencies.
But how do we translate this into each person’s practical role?
In practice, strategy helps creativity understand where it should apply its energy. It is responsible for the insight that will lead us to greater effectiveness in creative response.
Creativity will show the strategy what the creative email data response is in an idea/campaign that will help the brand increase the effectiveness of its communication.
But what happens when both parties are not in agreement? What happens when the characterization of our target audience does not match the creative response? What happens when the strategic insight is not reflected in the creative proposal? Is there an exact formula for success?
More than diplomacy, it is essential that strategy and creativity communicate. It is crucial to understand and value each other's work, inputs and development in both areas.
In this workshop , we will understand the day-to-day and challenges of both professionals, working together on both the briefing and the creative response.