Creativity is purely subjective.  However, being creative isn’t just about making pretty pictures.  In this marketing-driven world, it’s crucial to have a fervent creative team on your side; not just to design eye-catching ads, brochures and press kits, but to help develop strategic cross-platform campaigns.
According to a book by Pat Fallon and Fred Senn, Juicing the Orange: How to Turn Creativity Into a Powerful Business Advantage, creative leverage is used to express the “practice of making creativity actionable and accountable for changing consumer behavior.”
It’s difficult to always be at the forefront of new ideas, yet an agency must have the capability to apply creative aspects to a campaign in order to move the market in their favor, no matter what new media comes along.  A key in forming an integrated campaign is to compel your target audience to learn new mediums.  All media has to talk to each other, be planned out and developed together, in order to create a 360 degree approach with a common message.Â
Marketing is a multi-dimensional business consisting of three basic elements: the product, the price point, and the brand.  The one element that no other competitor can duplicate is the power of the brand. Incorporating new innovations into campaigns can help to define the brand story across media channels.  Creativity will continue to be an “increasingly essential business tool,” said the founding fathers of Fallon Worldwide.  “Other than creativity, what points of leverage do you have?”Â
From direct mail to web banners, consumer magazines to trade shows, the power to integrate ideas throughout the many aspects of advertising and PR helps to improve brand awareness and, overall, deliver valuable results for clients.  “If you can’t put creativity to good use, you’ll be vulnerable – to competitors from anywhere in the world.”