One of the constant challenges in advertising is the creative process of turning a brand or idea into a piece of content that will connect well with audiences. The right ad can draw the attention of swarms of potential new customers and increase brand awareness.

Yet, what happens when the client’s industry is less exciting? To help you craft creative content regardless of industry, nine industry experts from Ad Age Collective share their advice for making the most of any advertising opportunity.

3. Focus on the ‘why.’

We work in a handful of highly regulated industries where the thrill of creating an award-winning Super Bowl commercial will never happen. For those brands, we have to ensure we are looking at the brand story and “why” they exist. What need are they fulfilling for their consumers? I think you can be pragmatic with creative savvy! - Kelly Ehlers, Ideas That Evoke

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