We live in a fast-paced era, exposed to all kinds of marketing communications from well-known brands and others we know very little about. To hit the nail on the head: we are all bombarded with ads. Yet, with our dwindling attention spans, very few of them actually stick. To stand out in this saturated environment, marketers and brands are challenged to inject high doses of creative thinking into all aspect of their marketing strategies.

Here’s a blue print for engaging a tough audience with timeless and catchy marketing:

Creative Passion

Van Gogh once said, “whoever loves much performs much, and can accomplish much and what is done in love is done well.” We may have heard the rant on “passion” many times to the point where the word now simply flies over our heads. However, if we want to create legendary campaigns which will be remembered decades on, then we must immerse ourselves fully into the brand and gain a deep understanding of the community that uses the product or service.

Creative quality is not achieved overnight or in a single brainstorming session, which we will dive into next. On the contrary, it requires studying how the target interacts with your brand and competing ones, discovering how it enhances their lives and what value it adds. Everyone involved needs to have an actual experience of the brand – be it lodging in a holiday resort, using that beauty product, driving that new model from the showroom – name it.

Creativity requires copious amounts of passion to ignite ideas, it’s something that needs continuous work to perfect.

Brain Writing

Brainstorming sessions can be time consuming. But there a related strategy that marketers can adopt to be more efficient and productive. Brainstorming is a simultaneous oral generation of ideas, while brain writing is a simultaneous written generation of ideas. Writing clarifies thinking.

With brain writing, the team presents their ideas and you can choose to leave out the owner’s name. The team then discusses and reviews the feasibility of the idea and it aligns with the brand’s strategy, goals, values and purpose. This activity ensures team members come prepared for the meeting with groundbreaking ideas. This is not to say that all the ideas will come easy because this is the stage that defines your direction and execution.



When it’s all said and done, after concluding on who to target, which channels to use and the campaign message, it’s time for execution. Well, again, a goal without a well-thought-out plan is still just a goal. Execution will make or break a great idea.

Which metrics will you identify as KPIs and how will you prioritize them? What analytical tools will you use and how frequently will you monitor metrics to fine tune your campaign performance?

How will you deal with community comments, questions and criticism if any come up throughout the campaign? What is your reputation management game plan?

Bowing out…

This is just the tip of the iceberg when addressing execution. We will delve deeper into the subject of proper execution of digital marketing campaigns so keep an eye on our blog series.

At Genie Intel, we believe in inspired marketing, if great ideas won’t have tangible commercial success for your brand, we don’t push them. Make sure to visit our website to have a look at our brand campaigns and client reviews.

Feel free to join the conversation in the comments. May the creative forces be with you all!


With over 4 years in account management, George has learnt the art of relationship management in sustaining long-term agency-client relationships. He is constantly working with team members to identify new opportunities to enable client business growth.