chapter 7

Creativity, ­storytelling and choosing the right media

In this chapter, we are first going to explore how you can embed creativity into your marketing activities and then take a closer look at how you can introduce one of the powerful creative tools, storytelling, to create a much greater impact.

I want you to do me a favour. I want you to close your eyes and think about an advert that really resonated with you. I’m sure with little thought you would probably be able to come up with ‘the one’. Now, if I ask you to come up with your top three adverts you would probably have to think a little harder but I’m sure you would eventually ...

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