South Africa, Oct. 31 -- We consider how best to convey a desired purpose in various contexts. That focus ensures every piece of creative work feels appropriate for its channel, strategically relevant and human-centred.

In a fast-paced and digital world, countless players compete for audiences' attention. Time is at a premium, and if a piece of content fails to engage, a potential reader will simply scroll past.

The key to achieving the desired impact is purpose-driven creativity. No creative work exists in a vacuum: Purpose-driven creativity is a sustained effort that pays off over time.

In short, purpose-driven creativity describes an approach to creative work in which every campaign or asset is created with a clear purpose in mind....