“Innovative”. “Groundbreaking”. “We’re disrupting the industry”.

Yeah, yeah, yeah… We’ve heard it all before, we’ve seen it all before. Originality is dead. Creativity is dying. Don’t you think it’s time we stopped worrying about ‘playing it safe’ and started focusing on creating quality content?

In this talk, Baz Richardson of Bravo Marketing presents his case for creativity. He shows us multiple real-world examples of outstanding creativity that delivered immeasurable results. He also explains why creativity is dying and outlines ways we can combat it. 

Got a thousand more impressions to hit before 5 o’clock? Don’t worry, we’ve summarised Baz’s main points below to save you some time.

Podcast above: For more from The Marketing Meetup Podcast, head to Apple PodcastsSpotify, or just our podcast player!

The problem

The lack of creativity we see in today’s marketing efforts stems from the unhealthy obsession with ‘the pipeline’. The pipeline is this wonderful funnel that helps us marketers justify our poor results with “Yeah, but look at how many more people we’ve reached this month”. We use it as a coping mechanism to deal with the crushing weight of the KPI’s we need to hit in order to keep our jobs. 

That’s not to say the pipeline is irrelevant or should be abolished. Pipelines are there to reach our customers and our customers are what make us successful, or not. The point is to focus more on the creative flow that transports the customer through the funnel, converting them from an impression to a prospect. 

Think benefits instead of features

We all love our products, of course, we do. We’ve invested countless hours in making sure they’re absolutely perfect and fit for purpose. So it’s understandable that we get giddy and want to tell everyone, ALL the little details. The truth behind this though, is that nobody else cares. They just want to know how our product benefits them. They’re thinking why. Why should they choose us over our competitors? And, how can our product benefit them?

Think of it like this. Imagine you’re looking for a new CRM system for your company. You’ve not got a clue what you need. You invite two companies that both offer CRM systems in for a chat. Company 1 comes in and spends 3 hours telling you why they’re the best on the market. Company 2 comes in and instead of telling you what’s great about them, they flip it on its head. They address the issues you’re currently facing and show you how their system can resolve them. 

Which of these two companies is going to leave you with the confidence of knowing that they’re the answer you’ve been looking for?

Create a smile in the mind

Baz describes it as “a mental transaction between the prospect and the brand where we all go oh yeah, I see what you did there”. It’s when a piece of marketing portrays a moment of sheer brilliance that you can’t help but appreciate. 

Unfortunately, it’s a rarity nowadays as too many brands just want to play it safe and focus on KPI’s. Instead, as marketers, as creatives, we should be focusing on going against the norm. We should be thinking outside of the box, looking at what people aren’t saying and seeing how we can incorporate that into our marketing efforts. 

Real-world examples of brilliant creativity

KFC – “FCK” campaign

Image source: Campaignlive

Santander – Beyond money campaign

Watch the short film (18 mins) here.

HP – The wolf campaign

Watch the short film (6 mins) here.

Let’s change the narrative of marketing

To all of you sales/marketing directors/managers out there, the next time you’re in a meeting scolding your marketing team because they only generated 10 leads this month and not the billion you asked for, remember this article. 

And to all of you creative marketers out there that are tired of creating/posting the same drivel day-in-day-out, show your ‘superiors’ this article. 

Together, we can create that smile in the mind. 


Get on the list - join the wednesday @two club

We're all marketers here, so know the promise of 'the latest news, straight to your inbox' isn't gonna fly around these parts. 

Our newsletter will be valuable to you because we share one mission with you: the desire to make you a better marketer. 

Sign up and we'll make it nice and easy for you to achieve that mission by sending you the newsletter every two weeks at 2PM on a Wednesday. If that isn't what you want - no worries, this newsletter probably isn't right for you (and at the end of the day, noone needs another newsletter they don't read in their inbox!)

Join the club below 🙂


BAU is dead, long live the KING – Mike Blake-Crawford

BAU is drowning us in a sea of indifference. We’re becoming part of the wallpaper. People walk past us every day, but they never stop to notice us. 

Things need to change.

In this podcast, Mike Blake-Crawford, Strategy Director of Social Chain discusses how business as usual, is dead. He also explains how killer creative, along with a purposeful content strategy can make your brand stand out from the crowd. 

Pitch like a pro – Jon Torrens

A sales pitch. Everyone’s favourite pastime. You get to waste a good chunk of your day listening to someone tell you why their product/service is so amazing, and why you should give them all of your money for it. 

Yet, it’s obvious they’ve done absolutely zero research on you, they’re not asking how their product can better your life, they just see you as the money. It’s a waste of everyone’s time. Unfortunately, it seems to be the going rate nowadays.

It’s about time we change things up.

Jon Torrens is a former stand up comic, and current-day communications coach.

In this talk, Jon tells us everything you do in a sales pitch needs to be geared towards gaining your audience’s trust. People go off their gut, if something isn’t right then they won’t buy-in, even if you do have the most amazing product the world has ever seen. 

Event marketing – 10% Glamour, 90% Process – Emma Honeybone

Anyone can host an event, it’s easy. Decide a date, a venue, send out some invites and provide some refreshments (we hear pizza and beer work well) on the day, jobs a good un. 

Well actually, it’s far from it.

In this podcast, Emma Honeybone, Head of Relationship Marketing for Engine Group, gives us her take on events and the process she puts into them.

Mastering a content strategy and the 10 best tools to help you do it – Andy Lambert

The reality of many marketer’s jobs is having to come up with multiple pieces of brand new content, from scratch… everyday. On top of that it has to be relevant, engaging and win the internet… It’s no wonder we’ve never got enough time or feel like we’ve run out of ideas. 

So, how do you fill the gaps in your feed with stuff that matters?

Well, Andy Lambert, Director of ContentCal tells us exactly how in our latest podcast. He also arms us with a content management plan, as well as a list of tools to help us execute it efficiently. 

What is product marketing? – Ben Rees

Ben Rees is on hand in our latest podcast highlighting common misconceptions around product marketing, and the things we should consider when taking a product to the market.

The power of live experiences – Kristina Heney, Former CMO of Cirque du Soleil

Kristina Heney has spent her career harnessing the power of live experiences. Whether it’s at the NBA, Madison Square Garden, or most recently at the Chief Experience and Marketing Officer of Cirque du Soleil, she know that live experiences have the power to bond and awe.

But, how do you get your fans to not just turn up, but also be a huge part of your marketing efforts? Well… let her tell you.