MESSAGING THAT MOVES YOU
Content Creation
GENERAL TAKE
Good marketers can ensure that a message is delivered to the right person at the right time. A GREAT marketer ensures that the message delivered moves the person to act. Meaningful and compelling content development is an art form, which is why creative teams are employed. But working with creative teams by providing sound and detailed briefs, and by inspiring them to think bigger is an invaluable skill.
The best creative concepts and execution come from an environment where ideas are welcome and freely generated. Fostering that foundation and environment is the responsibility of the marketing management team and where I excel. Whether it’s a bold new brand TV campaign, or a simple display PPC ad, a creative team should be encouraged to do better, think bigger, and bring new ideas.
Creative concepts should not only bring the brand to life, but should tell an engaging story where the customer is inspired and moved to action. It should understand the audience, relate to them, recognize a problem they have and explain why the brand is the ideal solution. It is my job to ensure these criteria are met, so messaging does not become irrelevant and ignored.
Princess Cruises Experience
BACKGROUND
While at Princess Cruises, I had the pleasure of working with top creative teams, both internally and with our creative agency partners. During my tenure, we launched a countless number of creative projects, each with the goal of enhancing the Princess brand, and encouraging people to act.
As the brand representative working with creative agencies, it fell upon me to ensure that the brand essence and business purpose were clearly communicated to the creative teams. While this often involved art directors and copywriters, it also included film producers, web designers, copy bloggers, and others.
Just some examples of the creative produced while at Princess Cruises included TV broadcast commercials, magazine & newspaper ads, ship and destination overview videos, web designs, emails, display ads, direct mail, collateral, signage and social media campaigns. My favorite campaigns were most often when the creative teams pushed the envelope to think differently and present ideas out of the box.