Creativity Under Pressure: Why IT Marketing Needs to Stop Playing It Safe

In the world of IT marketing, creativity is too often seen as a “nice to have.” A last-minute layer we’re allowed to sprinkle on once the “serious stuff” is sorted. It’s expected to look polished, play it safe, and (if we’re lucky) go viral — as long as it doesn’t rock the boat.

But here’s the truth: if we keep treating creativity like fluff, we’ll keep getting fluffy results.

And in a noisy, competitive, attention-starved world — being forgettable is the real risk.

Let’s Talk About the Blue-Tinted Elephant in the Room

Yes I really did pose with The Smurfs!

You know the one. That unmistakable “IT Blue” glow that ends up on every stock image. Everyone looks a little... cold. A little robotic. Like they’ve been cryogenically frozen mid-meeting.

I once stood up in a meeting and genuinely asked, “Why do all our images look like Smurfs?” Because honestly, they did. Everyone had that frosty blue tint, like we were marketing to penguins, not people.

It might sound like a small thing — but it’s not. That rinse-and-repeat visual language says a lot. It says: We don’t really know you. It says: We’re not taking risks. It says: We’re just ticking boxes.

When we rely on tired tropes, we flatten our messages.

We dull the emotional connection. And we forget the most important part of marketing: people.

Real People Don’t Pose Like That

Let’s be honest. Those stock models — clutching laptops in unnatural poses, high-fiving over project plans, or gazing meaningfully into cloud-shaped infographics — don’t look like anyone I’ve ever worked with.

Our audiences are smart, time-poor, and constantly being sold to. They know when something doesn’t feel real. They feel when something doesn’t speak to them.

Marketing is supposed to reflect the world we live in. The challenges we solve. The people we serve. So why are we still choosing creative that screams “this isn’t real”?

Think Different (Yes, Even If It Involves Sheep)

Years ago, I worked on a tech campaign that featured… sheep. Yes, actual sheep. In IT.

It worked because it didn’t look like everything else. People paused. They noticed. They asked questions. It was unexpected — and that’s why it resonated.

It wasn’t just about being different for the sake of it. It was about humanising a complex product, telling a story that stuck, and being bold enough to trust the audience to “get it.”

In a world of filters and formulaic messaging, difference is your emotional hook. It’s how you say, “Hey, we see things differently — and maybe we see you, too.”

Read more "Sleep Well with Core"

But It’s Not Just About Being Bold — It’s About Being Human

True creativity isn’t just clever. It’s empathetic. It’s grounded in understanding what matters to your audience — what makes them laugh, worry, nod, care.

It means creating work that reflects real emotions, real people, and real business pain. Work that says, We understand your world — and maybe even make you feel something along the way.

Creativity for creativity’s sake doesn’t move people. But creativity rooted in empathy, purpose, and connection? That builds trust. And trust builds loyalty.

Create With Intention, Measure With Meaning

Great marketing still needs to deliver outcomes — and creativity should be no exception.

It starts by being clear on what you want to change: awareness, behaviour, perception, engagement. Then measuring impact — not just vanity metrics, but meaningful indicators of connection and conversion.

You can be bold and effective. Emotional and accountable. Creative and commercial.

Time to Raise the Bar

We don’t have to settle for cold blue filters, recycled stock models, or marketing that feels like it came off a conveyor belt.

We can be better. Braver. More human. We can create work that touches our audience — not just targets them. Work that feels real, relevant, and yes, maybe even a little rebellious.

Because when you create with empathy and boldness, you don’t just get noticed — you get remembered. And isn’t that what every brand wants?

• To feel loved.

• To be trusted.

• To form a connection that lasts beyond the campaign.

So the next time someone asks you to “just do something safe,” ask yourself:

• Will it be remembered?

• Will it be felt?

• Will it actually move the needle?

And if not… maybe it’s time to bring in the sheep.

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