Marketing success depends, at least partially, on creative strengths. You may have a logically better project, an objectively lower price, and a measurably longer history than your closest competitor, but if your marketing messages are boring or stale, people aren’t going to give them a second glance. Creativity helps you stand out in a world bombarded with advertising, it helps differentiate you from your competitors, and it makes you more memorable in your customers’ minds. Many times companies tend to lean towards the sensitive side of marketing where the talk is all about “engaging the audiences” and “being transparent in your campaigns”, while others lean more heavily to the self-promotional, pragmatic side where conversations revolve around the return on investment. Successful marketing campaigns accomplish results without compromising on the ethicality aspect of it. They are engaging and helpful while at the same time guide prospects along the path to...