As we make our way into a new media landscape filled with fresh ways to communicate and the latest technologies to explore, branding remains the strongest force to achieve consumer loyalty.
After decades of tried and tested ways to advertise it finally looks like we have found a new way to connect and engage: entertainment. Now professionals in the creative services industry, including advertising agencies, designers
and production companies, are shaping up the rules and making us look twice.
A range of new challenges await the creatives of our era: how do they help clients stand out in a competitive and creative way?
Changing standards in client expectations towards advertising have also encouraged all sectors of the industry to explore new outlets to effectively reach a more cynical consumer.
The lines between advertising and entertainment are blurred and this has opened up a new market of agencies, who hire staff who can double up as creative thinkers. As a result, it's important for companies involved in creative services to keep abreast of trends and events in the market, and understand how creativity plays a vital role in reaching consumers.
Australian CREATIVE reflects these changes.
It covers the main players and the notable newcomers, and showcases the latest work, techniques and technologies. It is a magazine designed to inspire, inform and guide - a must read for any professional in the business
of commercial creativity.