In the increasingly saturated media landscape of 2018, it’s more important than ever for brands to develop an original voice. Creativity is the only way for a brand to truly distinguish itself in the marketplace.

The following quote is from Carter Murray, chief executive of FBC Worldwide and a frequent contributor to The Drum.

“Technology plays a fundamental role in finding better insights, better ways to engage, better pricing, better value. But it is through creativity that we find a story, voice and identity to stand out and add value in a swamped marketplace. Creativity is the ultimate multiplier; it’s where the magic is. Creativity is still essential to create genuinely enduring brands.” 

Click here to read the full interview.