Introduction

I know you're wondering what a 'Creintegrative Mind' is. You're probably also wondering why I feel the need to create my own words. Well, all will be explained soon but first we have to get down to some business.....

This blog is intended for MDSB61 - Critical Approaches to Digital Media. Here I will challenge the thoughts of others, complicate arguments made by academics, and present my insights regarding digital media. I'm very interested in digital media which ties in well with my true passion: marketing. I am hoping that with this blog I will be able to get more accustom to blogging, as that is something I've always wanted to do. Therefore, to distinguish between personal and class-related blog posts, I will include either 'MDSB61' or 'Personal' in the first line of my post.

So back to the 'Creintegrative Mind'..... As I mentioned, I am very interested in marketing so naturally I enrolled in an advertising course while at my school, University of Toronto Scarborough. The Professor assigned a project which I'm sure is quite common for all students who take this course and that is to create an advertising campaign for a product/service. We were also supposed to create some background about our hypothetical advertising agency. After some thought, I came up with Creintegrative (Cree-in-ta-gray-tive) Minds. Essentially I integrated the word integrate with creative and added Minds to the end. Here are my reasons for choosing these 3 words:

Creative: Marketing campaigns have to be creative. Duh. However, not just creative in terms of the copy, visual imagery, or even storyline used in traditional advertisements. No, they must be creative in terms of how it targets consumer insights or how it challenges conventional advertising practices in the industry. Creativity is central to everything in marketing.

Integrative: Marketing campaigns have to be integrative. Somewhat duh? It is important for a campaign to have consistent messaging across all customer touchpoints, so when planning the campaign, everything must be integrated so that the whole is larger than the sum of its parts. This leads to the notion of Integrated Marketing Campaigns, which is practiced by virtually all advertisers. However, integration is also about applying your brand history and insights into your campaign. It's about making considerations towards competition and market conditions as well. Simply put, integration is important to establish a highly relevant and effective message for consumers.

Mind: This one is obvious. This one just means that someone has to have a Creintegrative Mind to plan successful marketing campaigns.

So that's my explanation! Hope you enjoy my blog. Thanks in advance for reading.

-Jonathan Kumar