When asked about marketing innovation teams are quick to reference customer insights, category creation, and creating demand. And these are all very important things (that we preach at Refine Labs often). But there's one thing that is often overlooked and is a critical part of making all of these other strategies successful—Creative! Without an innovative creative strategy to deliver the message of your newly found customer insights or new category, you're shooting yourself in the foot. But what do we mean by "innovative creative"? 
In this episode, Triana, Devon, and Brianna of the Refine Labs creative team talk about how they define innovative creative and how they go about executing it for clients.

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