Let’s cut to the chase. Creativity isn’t just a "nice to have", it’s the sharpest weapon in your arsenal. Creative excellence drives growth. It accounts for up to 70% of campaign performance. That’s not a number you ignore, it’s a number you invest into alongside marketing, data and media.

The brands that win are the ones that dare to be unforgettable. Because when the creative hits right, it doesn’t whisper. It stops the scroll, flips perceptions and connects.

So why is creativity the first to get sliced when budgets shrink?

Because too many people still see it as art on a wall, not fuel in the tank. A nice to have, not a mandatory to achieve business results. That mindset is outdated and costly.

We need to change the narrative and see creativity as an investment and a profit centre. It drives acquisition, loyalty, and builds brand equity that can’t be commodified. If you're a CMO hunting for differentiation, this is it. Creativity doesn’t just support the business, it moves it forward.

You’ve got to back it. Fully and with no half-measures. Because safety is invisible, and invisible brands don’t grow.

Mediocrity is the most expensive thing you’ll never see on a balance sheet.

Invest in creativity.

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Drop us a line and let’s talk about how STK can be your creative advantage.

Creative isn’t a “nice to have”… It’s an impactful advantage.