In today’s world, creativity isn’t limited to art direction or copywriting, it extends into media planning, innovative formats, and tactical executions. Marketers are not just producing visuals and taglines, they’re orchestrating multi-channel experiences, leveraging emerging platforms, and adapting to shifts in audience behaviour that demand resourcefulness in every aspect of campaign delivery.
Reinforcing, Not Just Inventing
During turbulent times, creativity is often mistaken for relentlessly seeking `the next big idea'. Instead, smart marketers know that revisiting archives for beloved campaigns, proven assets, and classic brand stories can be game-changing, especially as evidence continues to show that advertising rarely suffers true wear out when it’s built on strong brand codes. By tapping into a library of existing content and refreshing executions rather than starting from scratch, brands can stretch limited budgets while reinforcing familiarity, trust, and equity.
The Power of Brand Codes and Disrupting Them
Crisis is an opportunity to double down on unique brand elements: logos, colours, signatures, and sounds. When codes are resonant and recognisable, using them in unexpected ways, twisting, remixing, or surprising audiences, can create a sense of continuity and intrigue at a time when consistency matters most. Disrupting these brand codes intentionally builds anticipation and drives engagement, proving that even established assets can spark innovation.
Creatives vs. Creators: Sourcing New Ideas in a Democratized World
The rise of digital tools means everyone now has access to the creative process. Marketers must expand their view rather than rely solely on 'creatives' by trade, fostering collaboration with a global network of creators harnesses new perspectives and talents. This democratisation opens up fresh possibilities, tapping collective intelligence and unleashing innovation from unexpected sources.
Creativity as the Ultimate Response to Adversity
When times are tight, creativity isn’t a luxury, it’s a necessity. The most effective work often emerges right when teams feel the squeeze. Constraints force marketers to think laterally, repurpose, remix, and rally existing resources in new ways. This spirit of resilience drives not only breakthrough campaigns but also the kind of effective, results-driven output that builds lasting brand value.
In moments of crisis, creativity transcends conventional boundaries. It’s a reactive force, a collaborative mindset, and an endless resource. as long as marketers remain open to reinventing what creativity truly means.
Writing credit: Lex Bradshaw-Zanger supported by Perplexity AI
Lex Bradshaw-Zanger, Chief Marketing & Digital Officer, L’Oréal SAPMENA Region & The Marketing Society, Singapore Board Member
