Creative marketing key to success in tough time
AANA CEO Josh Faulks writes how Businesses in Australia are facing tough economic conditions, leading to a focus on short-term marketing strategies that often neglect long-term brand building. However, there’s a shift back toward creativity and brand-building as companies realize the limitations of short-term “performance marketing.” Successful brands like ABInBev have demonstrated that creativity, when integrated into business strategy, drives significant financial growth. Creative marketing not only differentiates brands but also effectively influences consumer behavior, leading to stronger business performance. Ultimately, creativity is emerging as a key driver of growth and competitive advantage.