Balancing strategy and creativity in your marketing

In today’s saturated digital world, grabbing attention isn’t easy. With over 6,000 ads shown to consumers every day, brands—especially those in professional services like accounting—must work smarter, not louder. Effective marketing now requires a balance of long-term strategy and creative execution.

In a candid conversation on The Bottom Line with Alexander Spencer, creative director and political advertising expert Dee Madigan shared the story behind the creation of Campaign Edge. A decade ago, she identified a clear market gap—too many organisations with good intentions were relying on agencies that lacked real marketing expertise. There were a lot of well-meaning people, but they weren’t skilled marketers.

Branding Is More Than a Logo

Too many businesses think a rebrand means a new website or logo. But Dee warns this is where most SMEs waste money.

“Branding is how people feel about you—not what you say about yourself.”

Modern branding isn’t a visual makeover. It’s emotional alignment. People don’t remember your taglines—they remember how your business made them feel. And that’s where most brands miss the mark.

How to Build a Marketing Campaign That Works

To translate Dee’s advice into action, here’s a simple step-by-step framework for creating marketing that aligns strategy, creativity, and digital relevance.

Step 1: Start With the Business Goal

What do you want to achieve in 12 months? Five years? Your marketing should directly support those goals.

• Example: Want more high-value clients? Focus on branding and trust-building first, not just lead generation.

Step 2: Write a Clear Creative Brief

While it might seem simple, Dee believes that a well-written brief can be one of the smartest ways to stay on track and on budget.

• Who is your audience? Be specific.

• What is the one thing you want them to remember?

• What tone do you want to communicate?

• What action should they take?

Step 3: Focus on ONE Core Message

Overloading campaigns with multiple messages dilutes their power.

Tip: Pick one pain point or benefit. Save the rest for other stages of your content funnel.

Step 4: Tailor the Message to Your Audience

What resonates with a startup founder may not work for a retiree. Know your segments.

• Create audience personas or use real client examples to guide tone and content.

Step 5: Let the Idea Breathe

Don’t rush creativity. Write the brief. Walk away. Come back with a fresh perspective.

“The best ideas come after you’ve let them sit in your brain for a few days.”

Step 6: Choose the Right Channels

You don’t need to be everywhere. Choose 1–2 channels where your audience is active and commit to quality content.

• Use postcode-targeted catch-up TV (like 7plus or 9Now) for local exposure.

• Repurpose content across Instagram Reels, LinkedIn, or YouTube Shorts as appropriate.

Step 7: Ensure Brand Consistency

No matter how creative your campaign is, it should feel like it’s coming from your business.

• Align with your values, tone, and long-term strategy.

• Use storytelling—but make it about the client, not about you.

Creativity Isn’t a Luxury

With short attention spans and crowded newsfeeds, creative, engaging content gets rewarded by algorithms and audiences alike. People don’t care about your brand story. They care about themselves.

That’s why the most effective marketing connects emotionally. It answers: Why should I care, and What’s in it for me?

Human Creativity vs AI Efficiency

AI can help automate basic marketing tasks but it can’t replace originality. Use tools like AI to streamline production—but let your team own the message and the idea.

“Creativity is lateral. AI is logical. It’s the unexpected that makes people pay attention.”

Whether you’re a solo operator or a growing firm, building an impactful brand doesn’t require massive budgets. It requires clarity, creativity, and connection. Marketing isn’t about what you want to say—it’s about what your audience needs to hear and how you make them feel.

Want to Learn More?

🎧 Listen to the full episode of The Bottom Line featuring Dee Madigan
📍 Visit Campaign Edge to see how values-led creativity drives results
🔗 Explore more at Alexander Spencer.