Goafest Day 2: Creating an experience should have value for the end-users - Ed Pank

Day 2 at Goafest 2023 saw a series of interesting and insightful Knowledge Seminars by industry leaders. A Knowledge Seminar powered by The Hindu Group, called ‘Supercharging Creative Effectiveness: Unleash The Potential Of Your Campaigns’ was led by Ed Pank, Managing Director - WARC APAC. He presented several thoughts and insights on the effectiveness of creativity stating, “Creativity can dramatically impact the effectiveness of your campaign!”

The session answered questions on creative effectiveness, using creative and original insights to inform campaign strategies, personalise messaging, and target the right audience at the right time, maximizing engagement. He added, “We need to concentrate on creativity for not only the brand, but also everyday people. Creating an experience should have value for the end-users.”

Additionally, Ed Pank also emphasised on the need to leverage the right type of creativity that accentuates experiences to create immersive and memorable campaigns that captivate audiences and drive brand impact. Furthermore, parameters like inclusive marketing, sound mnemonic, and authentically participating through cultures and subcultures, he asserts, also play a very consequential role wherein creative impact is concerned.