"uniqueness"
Originality and uniqueness are starting points. Creativity is not limited to concept and execution, but can be demonstrated in all elements of the promotional mix. Consistent and to the point. A sustainable corporate story will be adjusted to target groups from a variety of cultures.

"reason to communicate"
Marketing and communication are not objectives in their own right. Focus on the reason to communicate; what are the objectives? Understanding the stakeholders is the key to an effective communication campaign. Research can give essential information.

"measurable results"
The effects must be measurable, e.g. in terms of trade/consumer satisfaction, market share or brand awareness. What is the result of the investment and how to continue in the future?