Creative and engaging

Maclennan: ‘It’s back to the old rules. How do we make an advertisement which is creative and can engage with customers effectively to the extent of capturing their hearts and minds.’

THE greater acceptance of the old rules in advertising, based on creativity and engagement, in digital marketing is a reflection that traditional media is still very much “alive” and is an effective combined platform for a brand to be impactful in the market.

While digital marketing is fast making its way into the advertising world, its effectiveness very much hinges on the elements of creativity and engagement, just like other traditional media, according to a top executive of one of the leading global advertising agencies.