This chapter and chapter 6 are about advertising, which is a paid form of communication by a sponsor. The aim of this chapter is to give the reader a better understanding of creativity and its importance to advertising. Although advertising is only one marcoms tool, it is the most important tool for brand (re)positioning. However, for advertising to be effective, it must possess the creative power to cut through the noise and clutter. The chapter explores the importance of advertising creativity and sets out how to get it right. This is a complex area because our processing of a creative ad can be completely hijacked by unintended associations, which are not uncommon when we attempt anything original. To minimise this, a marcoms manager needs to understand the theory of advertising creativity, as well as how to nurture the emergence of the creative idea, which must be guided by a creative strategy summarised in a creative brief.
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