{"id":140442,"date":"2025-11-10T18:26:56","date_gmt":"2025-11-10T23:26:56","guid":{"rendered":"https:\/\/bicom.ca\/2025\/11\/10\/marketing-and-communications-reuniting-to-supercharge-strategic-creativity\/"},"modified":"2026-01-25T17:45:56","modified_gmt":"2026-01-25T22:45:56","slug":"marketing-and-communications-reuniting-to-supercharge-strategic-creativity","status":"publish","type":"post","link":"https:\/\/bicom.ca\/en\/2025\/11\/10\/marketing-and-communications-reuniting-to-supercharge-strategic-creativity\/","title":{"rendered":"Marketing and Communications: Reuniting to Supercharge Strategic Creativity!\u00a0"},"content":{"rendered":"

As AI continues to grow and companies adopt it across the board, one topic keeps coming back: the irreplaceable role of humans: creativity and innovation. Lucky for me, this is exactly what I\u2019m passionate about!<\/span>\u00a0<\/span><\/p>\n

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At bicom, not a single day goes by without us talking about the need to think outside the box, to be bold, to show up where no one expects us, to push limits, and to challenge the status quo. Our mission (yes, that\u2019s exactly how we see it!) isn\u2019t just to make sure our client partners are seen and heard by the right people, in the right circles, to help them shine at their full potential, but also, and above all, to surprise them with bold, original ideas, backed by our deep field expertise (guess who\u2019s celebrating their 20th anniversary next year!).<\/span>\u00a0<\/span><\/p>\n

That said, we sometimes have to admit that we can\u2019t always be as creative as we\u2019d like. Far from being a weakness, it\u2019s simply a reality: too often, we\u2019re brought into the process too late. Because really: how can you innovate if communications or PR teams aren\u2019t invited to the table where the strategy is being drawn?<\/span>\u00a0<\/span><\/p>\n

The disconnect between marketing and communications still too often holds brands back. <\/span>Let\u2019s talk about it.<\/span>\u00a0<\/span><\/p>\n

A (Too) Well-Rooted Disconnect<\/span><\/b>\u00a0<\/span><\/h4>\n

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In many organizations, marketing and communications operate like two parallel poles (dare I say silos?!): marketing focuses on performance, priorities, and business results, while communications zeroes in on visibility, inspiration, and storytelling. Of course, both share the same end goal: building a strong position, earning credibility, sustaining growth, and generating sales.<\/span>\u00a0<\/span><\/p>\n

Too often, marketing decides on the strategic direction (budgets, key messages, partnerships\u2026) before communications experts can even weigh in.<\/span>\u00a0<\/span>The result? They\u2019re expected to be \u201cinspiring\u201d \u2026 within a pre-defined framework.<\/span>\u00a0<\/span>Imagine asking an artist to compose tomorrow\u2019s next big hit\u2026 but only with instruments someone else picked out. (Billie Eilish on harmonica, or Mozart on the kazoo, not quite the same vibe, right?)<\/span>\u00a0<\/span><\/p>\n

In truth, marketing and communications are inseparable<\/strong>. In the end, consumers only hear one brand voice. <\/span>And if that voice lacks coherence, or fails to resonate with culture and current conversations, the entire strategy suffers.<\/span>\u00a0<\/span>Sounds logical, doesn\u2019t it? So why does this problem persist?<\/span>\u00a0<\/span><\/b><\/p>\n

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The Power of Habit (and Why It\u2019s Holding Us Back)<\/span><\/b>\u00a0<\/span><\/h4>\n

Could it be that marketing still tends to see communications as a simple execution channel? <\/span>That\u2019s a shame, especially since the strategic role of communicators is to create meaning.<\/span>\u00a0<\/span>At bicom, we firmly believe that the best ideas – the ones that truly engage and transform – are born at the intersection of these two worlds<\/strong>.<\/span>\u00a0<\/span><\/p>\n

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Rethinking the Dynamic: Three Concrete Steps<\/span><\/b><\/h4>\n