The 6 Factors for Creating Attention-Grabbing Brand Moments

How to make your brand activations and creative marketing newsworthy

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News media has transformed in recent years. The way people consume content is shifting, attention spans are shrinking, and the news cycle is shorter than ever. To be included, brands need to take an integrated and creative approach. Every campaign must achieve the unexpected and share stories that span the entire paid, earned, shared and owned marketing mix.

However, not all creative marketing or brand activations are newsworthy.

Peek behind the curtain of today’s headlines, and certain themes emerge.



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This story first appeared in the May 14, 2024, issue of Adweek magazine. Click here to subscribe.