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How various creative strategists have contributed to the New Normal through brainstorming and ideation!

This rise in digital advertising has fallen mostly on the shoulders of creative strategists, who play a large part in determining what the advertisement looks like to the consumers.

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creative strategist at work

This year has led people all over the world to be introduced to a situation only read about in history books. For the first ever, citizens across the world have been restricted to their homes, facing the threat of an invisible enemy. Digital usage has thus grown immensely, contributing to spike in use of online shopping, social media and professional applications. According to reports published by Statista in July 2020, India’s digital population comprises 687.6 million active users, with 308.7 users on YouTube, 290 million users on Facebook, 100 million users on Instagram and 17 million users on Twitter. E-commerce has achieved a 74% penetration rate in the nation, and it is bound to keep rising

As the demand for these applications has grown, so has the competition among brands, both existing and new. This has led to more advertisements being released across all digital platforms. This rise in digital advertising has fallen mostly on the shoulders of creative strategists, who play a large part in determining what the advertisement looks like to the consumers.

Adapting to WFH:

Creative strategists, among many others have had to adapt to working from home during this time. This has meant stepping away from carefully curated office spaces into their own homes, which was, to a certain extent, their place of rest. Figuring out brainstorming sessions in the middle of network connectivity issues has only been the tip of the iceberg; the bigger problem for many has been to find that spark of creativity in a place closely associated only with comfort.

But creative strategists across the world have gamely taken up this challenge, by finding new sources of inspiration and relatability and are introducing new ways for consumers to interact with their brands online. Keenly aware of the limitations placed upon them, these powerhouses of creative visualization are ensuring their brand’s voice be heard through creative stay-at-home challenges, influencer activities and gamification of advertising content.

Being messengers in a critical era:

The situation at hand has played a large impact on the way creative strategists are going about crafting their messages. The role they play in putting a voce out to people at large has not been lost on them. In fact, many are treating their role as a creative strategist as a public speaker, ready to help people out in the time of confusion and alarm.

Being the people who are reaching out to others in the form of advertising, creative strategists have the power to impart positivity and hope to those who come in contact with their content. And for maybe the first time, these professionals have the unique experience of being in the exact same state as their consumers. The issues we are facing are equivalent to some extant giving these strategists a better insight into what their consumers are feeling and thinking.

This gives them a better window to approach consumers to inform, caution and assure via the voices of brands. Today, advertisements are imparting knowledge about social distancing, and the importance of maintaining hygienic surroundings. Messages reminding people to look after their health, both mental and physical are being spread. The commonality in circumstances is leading to

creative strategists to forge a community of sorts with their consumers, and create a space where everyone looks out for one another. There is a sense of trust, assurance and responsibility people get from brands and the people behind the brand’s messaging is stepping up to the task admirably.

Going through an experience together can bring people together, and creative strategists are becoming more aware of it. This has brought about a new era of interacting with brands, and will help in creating bonds that will last a long time.

Disclaimer: The views expressed in the article above are those of the authors' and do not necessarily represent or reflect the views of this publishing house. Unless otherwise noted, the author is writing in his/her personal capacity. They are not intended and should not be thought to represent official ideas, attitudes, or policies of any agency or institution.

Aanchal Arora

CEO and founder of 1702 Digital

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