Broadcasted on Apr. 28, 2006

Today’s interview is with Larry Hill, President of Altyris Advertising, and Dan Robinette, Creative Director for Altyris Advertising. Hill and Robinette discuss the changes in how creativity is applied throughout the advertising and marketing process, rather than the types of creativity.

• Creativity now not only includes design concepts (font, layout, and color) but rather the areas of problem solving and market penetration.

• Creative strategies are key to a successful advertising, marketing, or public relations exercise. They include developing the strategy around the consumer, product, and/or market.

• One approach for a successful creative strategy is to hold creative sessions. In order to expand originality you need to bring everyone into the creative process from accountants, to copywriters, to art directors, to designers. This is very helpful in exploring and creating new ideas and methods that could break through your market.

Listen to the full broadcast on our iTunes Podcast Marketing Watch.

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