Marketing Quest

What makes marketing creative? Is it more imagination or innovation? Is acreative marketer more of an artist or an entrepreneur? Historically, the term”marketing creative” has been associated with the words and pictures thatgo into ad campaigns. But marketing, like other corporate functions, hasbecome more complex and rigorous. Marketers need to master data analytics,customer experience, and product design. Do these changing roles require anew way of thinking about creativity in marketing? To explore this question, we interviewed senior marketing executives fromdozens of top brands. We asked them for examples of creativity in marketingthat go beyond ad campaigns and deliver tangible value to the business. Their stories – and the five wider trends they reflect – help illustrate what it means to be a creative marketer today