As Einstein said: “Creativity is contagious. Pass it on.”

Nowadays, within the context of a constant and excessive amount of information, it is practically impossible to make our brand stand out and penetrate the consumer’s mind… or, better said, unlikely. So, are we talking about a mere fantasy?

As cliches go, the reality is that no one said it was going to be easy. Hence the importance of working diligently to generate a great idea. And for an excellent idea to become a reality, it is always imperative to resort to a differentiating and essential ingredient: creativity.

Creativity has been identified as the differentiating factor, and, as with clients, the same is true when it comes to internal communication, Corporate Social Responsibility, media relations… A well-communicated creative idea is what every company needs to obtain positive results, both inside and outside the company.

It is not enough to just get by; it should become an active element in our daily lives, playing a central role and carrying weight in every decision and step we take. We must accept that it is the determining factor in whether or not our message is noticed. Therefore, we have to embrace our role as creative activists who connect with more will and commitment than ever before.

The context in which we carry out our work, one that has been propelled into a digital transformation accelerated by the circumstances of recent years, has underscored the need for and importance of strategies containing an essentially creative component.

In the communications field, as in almost all other aspects of our public lives, we have suddenly witnessed the definition of a future full of new challenges, with a complexity that we did not know before and which requires, by default, creative solutions to be able to keep up with a moment governed by uncertainty.

How do we survive? How do we remain relevant within this new context? The solution is straightforward: be agile, be daring, put aside the fear of being different, advocate for innovation from all angles (work dynamics, multidisciplinary teams, implementation of new tools…), and, of course, do not lose sight of your purpose and values throughout this exercise.

Creativity is just connecting things. When you ask creative people how they did something, they feel a little guilty because they didn’t really do it, they just saw something. It seemed obvious to them after a while.

Steve Jobs

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