Some say that when you are creative enough, all doors open when it comes to a career in marketing and PR, however, the question is: is this really true? Well, to answer that, let me introduce you to Week 2 of our journey with Brand Potential Academy! This week, our small group was guided by two amazing speakers: Ali (Head of Strategy) and Guillaume (Executive Creative Director). Based on their titles, you can probably guess that this week was all about strategy and creativity!
When it comes to strategy, the key question we need to ask ourselves is how we are going to achieve the end goal, such as increased sales or high social media visibility. Nonetheless, I did not fully understand what strategy really means in the context of PR. That is why Ali explained the strategy in simple terms: it is all about creating change, and any change requires commitment. You might wonder how commitment relates to strategy. Well, it is about the ideas you bring to the table, and those ideas need to be truthful, noticeable, and memorable. Strategy is not just about making plans, but rather about committing to a direction and standing behind it with confidence.
To create a strategy that delivers results, you need to understand that, as a business, you must make choices due to limited resources and time constraints. As a strategy consultant, you also need to recognize that competition demands a strategic approach. This means it is not about guessing what might be good for your client. It is about conducting in-depth research to understand underlying patterns, analyzing competitors, and comparing their success rates.
Being a PR consultant is definitely not an easy job. As Richard Rumelt said “If you cannot define the problem, you cannot solve it”, and this quote truly resonated with me. Learning about strategy at a theoretical level sounds straightforward, but being immersed in practice can be different and may deviate from your initial expectations. In reality, problems are often more complex and less clearly defined than they appear in theory.
Ali’s insights were especially valuable because in about three weeks, we will present a pitch to our client, Motorola! As our experts highlighted, our teams need to identify the problem or tension in the client’s current strategy and attempt to solve it using a clear, step-by-step approach while, of course, incorporating creative elements into the pitch.
One interesting point that was mentioned is that many brands create similar products (e.g., Apple produces phones, so does Samsung). However, what truly differentiates them is the emotion they evoke in consumers and their distinctiveness. It is about the storytelling elements they use to communicate their brand identity. A key takeaway for me was this: consumers rely about 90% on emotion or motivational narrative when choosing a brand, and only 10% on product function. Being part of Generation Z, now might explain why I choose an iPhone over an Android!
After defining the key elements of strategy, our group enjoyed a lovely lunch together. We had traditional Dutch stamppot with snacks on the side, and used the opportunity to chat more personally with our speakers. It was a great moment to connect outside of the formal lecture setting and ask more informal questions about their career paths and experiences in the industry.
After lunch, Guillaume introduced us more deeply to the concept of creativity. While strategy provides direction, creativity gives that direction life. He emphasized that creativity is not just about making something “look nice” or “sound cool”, it is about finding non-obvious inspirational solutions to any brand challenge. To put it together: creativity should serve the strategy, but not replace it.
One thing that really stood out to me was the idea that creativity needs boundaries. At first, this sounded contradictory, since we often associate creativity with freedom. However, Guillaume explained that constraints can actually enhance creativity. When you have a clear problem, a defined target audience, and specific goals, your creative ideas become sharper and more purposeful! And we should remember that “indifference kills potential”. If your idea feels creative but does not spark emotion, curiosity, or reaction, then it risks being ignored, and in the PR industry, being ignored is worse than being criticized.
He also showed us an example of a Subway campaign where a simple but powerful insight led to impactful results. It made me realize that creativity is not about being loud, it is about being relevant, and the best ideas are often rooted in a deep understanding of people’s behavior and cultural context.
Reflecting on this day, I realized that strategy and creativity are not separate disciplines, they go hand in hand. Strategy defines the “why” and the “what” while creativity defines the “how”. As a young student consultant, this was a valuable lesson for me, as I reflect that it is not enough to have a creative idea, it needs to be strategically grounded based on industry research.
To conclude, this week gave me a more realistic understanding of what working in marketing and PR truly involves. It is not just brainstorming fun ideas or posting on social media. It is about identifying real problems, making tough choices, committing to a clear direction, and then bringing that direction to life through meaningful creativity. So, are all doors open if you are creative enough? I would now say: creativity alone is not enough, rather creativity combined with a strong strategy, that is what truly opens doors. And as a student stepping into the world of PR, that is a lesson I will carry with me beyond this unforgettable project!
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Written by Madina Talibli.
