This HBR article, which complements one written by Scott Hadden for the next issue of PM magazine, lists five trends that help illustrate what it means to be a creative marketer today.
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Historically, the term “marketing creative” has been associated with the words and pictures that go into ad campaigns. But marketing, like other corporate functions, has become more complex and rigorous. Marketers need to master data analytics, customer experience, and product design. Do these changing roles require a new way of thinking about creativity in marketing?
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