Creativity is what distinguishes ordinary from the unique. In the world of marketing, creativity is what ensures that customers get value, they return, become loyal, turn into evangelists and later into a cult around the brand. Brand building is a true interdisciplinary process where various disciplines from science, arts, design, poetry, music, theatre, film and media come together. This webinar focusses on the creative process of brand communications and how top creative professionals create an amazing piece of advertising. We will also discuss how poetry and lyrics play a big role in brand communications and how an idea transforms from a client brief to a final commercial.