A smart guy once said that the only strategy a consumer sees is the execution. If you put it that way, it looks like creativity has a big weight on its shoulders… unless it’s just creativity for the sake of it.

What we’ve noticed, through the past years, is that we sometimes tend to get so involved in the execution process that we forget to make sure the link between strategy & creative truly exists, and that there’s a clear red line through which the creative idea will generate the desired results.

Blame it on the evolution, but communication has been transformed forever. And as a consequence, digital is now taking more roles in our communication strategies than we could have ever thought of. So, how can a marketer know what’s the best way to reach its consumers? It’s the strategist’s power to put up a solid logic on the table, but also the creative’s to come up with tailored ideas & messages for all the audiences.

No matter if we’re talking about short-term or long-term campaigns, it’s about making sure you end up with an actionable creative solution to a specific set of business needs.

We’ve invited two people to share with you some powerful insights: Andreea Strachina (Creative Director @ Kaleidoscope Proximity) & Adi Hincu (Head of Strategy @ Kaleidoscope Proximity). In 30 minutes, they will show you how to put an end to the subjectivism of creativity and what methodologies to use, on whatever side you are, in order to make sure that these disciplines truly work together.