How to be a Creative Marketer with Vivienne Wan

This newsletter comes from the hosts of The Marketing Architects, a research-first show answering your biggest marketing questions. Find us on Apple Podcasts or wherever you listen to podcasts!


How do you harness creativity to craft effective marketing campaigns? This week, we’re digging into insights from Vivienne Wan, VP of Creative at Marketing Architects, to help you push the boundaries of creative marketing. 



Emotionally driven campaigns are nearly 2X as likely to generate profit gains.     

That’s compared to rational marketing campaigns. This stat from the IPA shows creativity isn't just a nice-to-have. It's a must for long-term brand growth.         


How to unlock creativity in marketing  

In our latest podcast episode, Vivienne Wan shared invaluable insights on the significance of creativity in marketing. Here are our key takeaways: 

  1. Understand Your Audience. Creative marketing starts with understanding who you're talking to. What are their interests? What do they value? Tailoring your message to resonate with your audience's core desires is crucial.
  2. Drive Emotional Engagement. Campaigns with an emotional hook are significantly more effective. Market research company Neurensics found that creative ads with emotional elements increase purchase intent by 80%. Emotional engagement grabs attention and fosters a deeper connection with your brand.
  3. Break the Norm. To stand out, you need to do what no one else is doing. This could mean approaching a common concept from a completely new angle. As Vivienne mentioned, “Know what the norm is, and do the opposite.”
  4. Build Client-Agency Trust. Building a strong relationship with your agency (or your client) can boost creativity. A trusted partnership allows for bold ideas and innovative solutions, reducing the fear of taking strategic creative risks.
  5. Listen to your audience. Always ground ideas in universal truths and insights. This ensures that even the most daring concepts have solid roots.

Listen in on our discussion.


"Cashing in on Creativity”   

This research by the B2B Institute explores how investing in creative advertising can drive significant sales growth. A must-read for understanding the tangible benefits of creativity in marketing. 

Read the article.



Creativity, the ultimate competitive edge.                

"It may well be that creativity is the last unfair advantage we're legally allowed to take over our competitors." 

—William Bernbach