Is creativity the missing metric?

(A view from a brand planner)

A view from an outsider

Display network as part of a campaign

Or a partnership I

was NFI’d from

But I do build brandsAnd I do love news brands

>

You can tell a lot by awards

Ends: A lot seems very tactical

Means: A lot seems designed to break the format

If news brand investment is to increase to the extent it needs to

Can we go for something bigger?

The news is so compelling and so available that the marketing

suffers by comparison

What makes news brands so compelling?

1. Unparalleled

societal relevance

2. Honed

storytelling and craft skills

3. Insane levels of ingrained

trust

4. Unique ability to sniff out the

interesting

So how can we make the marketing more like the news

1. Societal relevance:Take advantage of the news

2. Storytelling skills:Sell news skills, not just news space

3. Long term trust:Push for longer term brand building projects reflecting

news brands long term relationships

4. Nose for the interesting:Help brands make news of their own

IMHOCreativity can help us unleash a bigger role for news

brands, but only if we never forget the special context of news media