Amid rising consumer boredom, brands are focusing on creative campaigns to stand out. A shift back to long-term brand-building is evident, as noted by marketing executives like Kyle Eckhart. Highly creative ads can yield better profits, driving brands to prioritize creativity over mere performance metrics. Companies like Archer, a dating app for the LGBTQ+ community, emphasize brand purpose in their creative strategies, leveraging cultural elements like drag performances to resonate with their target audience and communicate their commitment to social causes.
The queer community has always been a beacon of resilience, and at its forefront are drag performers—champions of self-expression and tireless advocates for civil rights and social justice.
Brand-building strategies and measurement of longer-term outcomes is a welcome renewed priority.
Highly creative ads can be four times more profitable than low-quality creative.
After decades of inching further to the side that prioritizes short-term outcomes, we've definitely felt a larger market correction happening in the industry.
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