Slashed budgets, increased competition, overwhelming workloads and impossibly tight deadlines all take their toll on your marketing activities. But that doesn’t mean they need to be any less effective. A recent survey conducted by Marketing Week concluded that in this tough economic environment, where standing out has never been so important, marketers are focussed more than ever on the quality of the creative.

From more than 25 years of agency life experience, I’ve learned that creativity is the secret sauce to spice up your marketing efforts. Of its many super-powers, creativity has the ability to grab attention, create a desirable offering, make a communication memorable and fashion an emotional response.

So, what do we mean by creativity? Perhaps a good place to start is by looking at the dictionary definition of creativity:

Creativity: The use of imagination or original ideas to create something.

(N.B. if you just have the ideas but don’t do anything with them, you’re imaginative not creative!)

Creativity is about viewing the world through a fresh lens, making new and interesting connections, and finding hidden patterns to generate new solutions.

The fact that marketers have identified creativity as a crucial element in the effectiveness of their deliverables is encouraging. Let’s dive a little deeper into the different ways creativity can enhance your project.

“Creativity is intelligence having fun.”

 Albert Einstein

Attention grabbing

One of the biggest benefits of creativity is that it helps capture attention. In today’s age of information overload, it can be difficult to get people to stop and take notice of your brand. However, a creative marketing campaign can really make you stand out. There are plenty of great creativity examples where the campaign jumps out and grabs your attention; what about Brew Dog’s edgy, in-your-face campaigns? Like them or loathe them, they certainly pack a punch and demand your attention.


Using creativity is also a great way to make your product seemingly irresistible. I can still remember seeing the iPod tv commercial and billboards from 2003, the ones with the dancing silhouettes. Wow, those ads made me want an iPod. I wasn’t sure when I would use it, but I was sure that I needed one! The creative design of these ads was fresh, bold, and exciting. Not only did they grab your attention, but they portrayed the iPod as cool. Ditch the talk about megabytes or connectivity, just hip people digging their favourite tunes – brilliant.


Creativity can also showcase your brand’s personality and help to build strong brand recognition. By creating a unique and memorable marketing campaign, you can differentiate your brand from your competitors and build a loyal customer base. Who could forget the first time you encountered the ‘Compare the Market’ meerkat campaign? They achieved fantastic brand recall from a very creative idea.

Emotional connection

One of the most powerful attributes creativity can bring to a campaign is an emotional connection with your audience. This is possibly my favourite use of creativity within marketing and is a great tool to bring your brand values to life. When people feel emotionally connected to a brand, they are more likely to engage. We all know the impact the 2011 John Lewis Christmas campaign had, it revolutionised the way adverts were used to sell, instead of selling products, this advert sold a feeling / an emotion. It’s fair to say that this approach has been copied and is now a staple of the genre especially at Christmas, but like a dog, creative storytelling can be for life, not just for Christmas. 

As you can see, by thinking outside the box and embracing creativity, you can create a campaign that sets your brand apart and resonates with your target audience. Creativity is what makes us human.

“Marketing is no longer about the stuff that you make, but about the stories you tell.”

Seth Godin

Expanding creative horizons

When we hear discussions about the use of creativity in marketing, more often than not we end up discussing advertising. It’s a simple trap to fall into, after all, advertising is the golden child of marketing, the one that is the most visible, claims the awards and industry accolades. But marketing is so much more than advertising and creativity can play a part in all-manner of activities. We all know that the marketing department has a finger in many pies. I’m sure you’ll relate to many of these activities: websites, brochures and catalogues, PR, customer loyalty, training, reward & recognition, CSR activities and employee engagement schemes. The list goes on and I’m sure I’ve missed a few too!

And it’s not just in the visuals where creativity can have a positive effect. Copywriting plays a huge part in any campaign, injecting some creativity can elevate bland copy to help it stand out from the crowd. Getting creative early in the process can pay dividends in achieving an outcome that’s highly effective and memorable. Most guerrilla marketing efforts stem from creative brainstorming early in the process and these creative efforts are easily amplified through social media.

Adaptability is an essential attribute that underpins creativity. As circumstances change and new challenges arise, the capacity to adjust, learn, and evolve becomes crucial. We possess a remarkable ability to adapt our thinking, skills, and approaches in response to shifting landscapes enabling continuous innovation.

The future

In the new era of AI, creativity has emerged as a valuable and indispensable asset, providing us with a distinct competitive advantage. While AI undoubtedly boasts immense computational power and the ability to process vast amounts of data, it remains incapable of replicating the unique qualities inherent in the human mind. The human perspective, intuition, and creativity that stem
from our rich tapestry of experiences, expertise, and empathy cannot easily be mimicked or reproduced by artificial intelligence.

One of the limitations of AI lies in its inability to cultivate the essential soft skills necessary for creativity and innovation. Problem-solving, involves navigating complex challenges and identifying alternative solutions enabling us to approach problems from diverse angles and generate novel insights. These cognitive abilities go beyond mere data processing and require the integration of knowledge, reasoning, and intuition.

Creativity in marketing is ultimately about finding new and exciting ways to communicate a brand’s message that resonates with its target audience and generates the desired outcomes, such as increased brand awareness, engagement, and sales.

WrightObara is a creative marketing agency offering big agency design coupled with boutique agency levels of service. We’re driven by a passion to wow, delivering outstanding strategic and creative thinking leading to superb execution that delivers results. Why not get in touch and see how we can sprinkle a little creative magic on your project.

“Creativity is a spark. It can be excruciating when we’re rubbing two rocks together and getting nothing. And it can be intensely satisfying when the flame catches and a new idea sweeps around the world.”

Jonah Lehrer

Why not get in touch and see how we can sprinkle a little creative magic on your project…


Lower Park Barn
Chilton Business Centre
HP18 9LS

Tel: +44 (0)20 80 92 92 79

Storytelling has been used as a powerful tool for thousands of years, and it is now a popular marketing strategy for brands. By connecting with customers on a deeper level through the art of storytelling, brands can build trust, loyalty, and differentiation in a crowded marketplace. In this article, we explore the power of storytelling and how it can be used to elevate your brand’s success.

I’m an ardent advocate of storytelling in business, stories that captivate, create a lasting impression and convey the essence of a brand. But you don’t have to be Steven Spielberg, JK Rowling or Aaron Sorkin to harness the power of stories for your brand. Storytelling is a powerful business tool that can help connect with customers, build brand loyalty, and drive sales.

Chip & Dan Heath authors of one of my favourite books on this subject “Made to Stick” conclude that our brains are “wired” to use stories to make sense of the world, helping us to process and remember new information. Stories are easy to recall and retell—far easier than facts or statistics without context.

According to a great article from Scientific American, whether fiction or nonfiction, a narrative engages its audience through psychological realism—recognisable emotions and believable interactions among characters.

The Emotional Connection

Building Deeper Customer Relationships

Storytelling is a great way to engage customers and keep them interested in your brand. By sharing stories that are entertaining, informative, or inspiring, businesses can capture their audience’s attention and keep them coming back for more.

By the age of five, humans have the ability to use their imagination to put themselves in another person’s shoes; they have the emotional intelligence to empathise. This is a crucial element of stories.

Stories have the power to evoke emotions and create a personal connection with the audience. By sharing stories, businesses can build empathy, trust, and loyalty with their customers.

Stories activate different parts of the brain, including the sensory cortex, which is, as it’s name suggests, responsible for processing sensory information. This helps us to imagine the signs, sounds and smells a story describes, making them more engaging and memorable. Interestingly, brain research shows us that when we relate to a story we start to “feel” an emotional connection, we begin to empathise. Importantly, this science also suggests that memories formed in this way can last much longer (months or even years). That’s the super-power of stories.

John Lewis has become known for their heart-warming Christmas adverts that use storytelling to connect with customers. Each year, the company releases an emotional charged television commercial that tells a story of love, family, and giving. It’s not just about what the commercial says, it’s about how it makes us feel.

“We remember stories because they connect our hearts and minds to an idea.”

Nancy Duarte
Author of “Illuminate,” exploring the power of storytelling in communication and leadership

Your Unique Voice

Crafting a Story That’s Heard Above the Noise

Storytelling is an effective way to create a unique brand identity that sets your company apart from the competition. A unique story can help businesses stand out in a crowded marketplace and create a memorable brand identity.

When businesses tell stories that are authentic, honest, and relatable, it can help build credibility. Stories that showcase a company’s values, mission, and culture, can establish businesses as trustworthy and transparent.

By sharing your stories, you can enhance your businesses brand image and communicate your mission and values effectively. But don’t forget it’s your story, told in your unique voice – words matter. So, whether that’s telling your origin story, your commitment to certain values or
the driving force behind your mission, getting your story right will resonate with your audience and help build a loyal following.

Storytelling can be effective for both strategic and tactical campaigns, but it is probably most effective for strategic brand campaigns, because it focuses on the long-term goals and vision. Strategic campaigns aim to create a lasting impact on customers, build brand loyalty, and shape the way customers perceive the brand. Strategic storytelling campaigns can create a deeper connection with customers and build strong emotional bonds.

Tactical campaigns, on the other hand, are usually shorter-term and focus on specific goals, such as increasing sales or launching a new product. These campaigns may be more focused on the features and benefits of the product or service and less on the emotional connection with customers. While storytelling can still be effective for tactical campaigns, it may not be the most efficient way to communicate the specific goals and features of the product or service.

Activate Your Storytelling

Practical Strategies for Incorporating Storytelling into Your Brand Strategy

So, what are you waiting for? Here are some practical insights to help kick-start your brand story…

Brand values

As a marketing manager, you can start by identifying the core values of your brand and weaving them into your storytelling. This can include highlighting your commitment to sustainability, your focus on customer service, or your dedication to innovation. Customers are more likely to connect with a brand that shares their values.

A visual narrative

In addition to written or verbal storytelling, visual storytelling can be a powerful way to engage customers. This can include using images, videos, or infographics to tell your brand’s story in a compelling and memorable way.

Your customers

One of the most effective forms of storytelling is through customer stories. Why not collect customer testimonials or stories of how your product or service has made a difference. This can help build trust with potential customers and create a sense of community around your brand.

Be authentic

Authenticity and transparency are key to effective storytelling, be up-front about your brand’s strengths and weaknesses. Being honest can help to build trust and credibility with customers.

Multi-channel success

Storytelling can be a powerful tool across all marketing channels, from social media to email marketing to advertising. Why not start by incorporating storytelling into your existing marketing campaigns. This can include creating social media posts that highlight customer stories, using storytelling in your email marketing campaigns, or creating ads that tell a compelling narrative about your brand.

Stories have the power to inspire action. By sharing stories that align with your mission and values, businesses can motivate their audience to take action.

But before you take the plunge, here are a few words of warning when deciding to use storytelling for you brand. Be careful not to misrepresent your products or services. Ultimately this can damage your reputation and lose the trust of your customers. A good example of this might be if a company tells a story about their commitment to sustainability, but their actual practices do not align with this story, customers may feel deceived and lose trust in the brand.

The other key to using storytelling effectively is to be consistent. Inconsistency can lead to confusion among customers. Good storytelling over time creates a compelling identity that’s memorable and resonates with your audience setting your apart from the competition.

“Marketing is no longer about the stuff that you make, but about the stories you tell.”

Seth Godin

If you need help in defining your brand’s story, or in bringing it to life, why not get in touch? We’d love to help.


Lower Park Barn
Chilton Business Centre
HP18 9LS

Tel: +44 (0)20 80 92 92 79