Why Context is Now as Important as Creativity in Advertising | Marketing Tech
When we talk about creativity in advertising, we’re usually referring to the actual ad creative itself — the genius ideas that become the genesis of sticky and memorable advertisements, like the 1985 Levi’s launderette ad or the Cadbury gorilla. Enter the digital world; times have changed. Television and print aren’t the only mediums by which advertisers can reach mass consumer audiences anymore.
Accreditation can go a long way towards effecting a creative use of context. For example, accreditation by an industry body such as the Media Ratings Council (MRC) helps advertisers better engage with audiences.
Validation from a third party organisation like MRC assures brands that their ad creative is leveraged in the most efficient ways possible.