Creative strategy refers to the plan that guides the development of creative work in marketing and advertising. It involves understanding the target audience, defining key messages, and determining the best channels to communicate those messages. This strategy ensures that all creative efforts align with the overall goals of a brand or campaign. A successful creative strategy often includes research and analysis of market trends, consumer behavior, and competitive positioning. By leveraging insights from these areas, brands can create compelling content that resonates with their audience, ultimately driving engagement and achieving desired outcomes.