Let’s not think of it as an article but as a letter in which I say something. I hope to hear back from you soon. So this time, starting with a realistic statement, not everyone in digital marketing wants to be “creative” and “strategic.” But few people know how to strike that balance, especially when you’re building a brand that’s not just selling cool tech accessories but creating a vibe people want to be part of.

I’m 19. I run Boost Lifestyle, a Pakistani e-commerce brand that sells tech gadgets and accessories Gen Z wants to use. I’m not claiming to have all the answers, but I’ve learned (sometimes the hard way) that creativity without strategy is noise. And strategy without creativity is… well, boring.

So here’s my perspective, from inside the trenches, on how to balance both and why it matters more than ever.

1. Creativity Hooks Attention. Strategy Turns It Into Action.

We live in the scroll economy. You’ve got 1.3 seconds to make someone stop and notice you. That’s where creativity kicks in: visuals, motion, tone, memes, storytelling. It’s not optional; it’s survival.

But here’s where most people mess up: they obsess over the aesthetic and forget the outcome. A cool ad is merely a cool ad unless a clear goal backs it. Every reel we post, every product drop teaser, and every collaboration ladders up to specific KPIs. I’m talking about: click-through rate, conversion rate, ROAS. We don’t just post “vibes.” We post with a plan.

If creativity is the spark, strategy is the fuel.

2. Creative and Strategy Teams Shouldn’t Be at War (Seriously)

There’s this weird turf war between creatives and strategists in bigger setups. One side wants to go wild; the other wants to stick to the brief. But at Boost, we keep things lean and collaborative.

Here’s what’s worked for us:

• We co-create briefs. Our creatives know the numbers. Our strategists respect the idea process.
• Everyone gets context. I don’t just say, “Make this pretty,” I’ll say, “We need this reel to drive 20% more site visits on launch day.”
• We test fast. Got a crazy idea? Cool, let’s A/B test it against a safer option. Data decides the winner, not egos.

When everyone’s on the same side of the goal, magic happens.

3. Brand Voice > Trends (Unless You Make the Trends)

Hot take: not every brand needs to hop on every trend. At Boost, we’ve learned that having a clear brand voice beats being trendy any day. Our audience, mainly Gen Z and young millennials, can smell fake energy a mile away.

So before we jump on a trending audio or viral meme format, we ask:

• Does this align with our brand tone?
• Would our followers expect this from us, and more importantly, would they engage with it?
• Can we tweak the trend to make it ours?

Strategy keeps our creativity on-brand, not just on-trend.

4. Data Isn’t the Enemy of Creativity; it’s the GPS

Some people act like looking at analytics ruins the creative flow. I don’t get that. For me, data is the feedback loop. It’s how we learn what works, what flops, and what needs a remix.

We check numbers every week. Engagement rate, bounce rate, scroll depth, add-to-cart behavior, all. It’s not about chasing perfection but improving with every drop.

I’ll give you a real example: One of our best-performing product launches wasn’t even our favorite visually. But the copy hit the right emotion, the targeting was spot on, and the CTA was sharp. Strategy won that round, and we doubled down creatively from there.

5. Gen Z Doesn’t Just Buy Products. We Buy Stories.

Let’s not forget: we’re marketing to the most ad-resistant generation yet. Gen Z (me included) doesn’t want to be “sold to.” We want to be seen, heard, and entertained. We want brands that speak our language to solve a real problem or look fire on our IG stories.

At Boost, that means:

• We design for screenshots.
• We launch products with narrative, not just specs.
• We show up where our people are (sometimes that’s TikTok, sometimes that’s in WhatsApp chats).

Creativity gives us the language. Strategy ensures we’re speaking it in the right place, to the right people, at the right time.

Collectively, It’s Not Creativity vs Strategy. It’s Creativity + Strategy.

Here’s what I know: if you want to build a brand that doesn’t just go viral but grows,  you need both. Creativity to break through. Strategy to follow through.

It’s not easy. Sometimes we miss. Sometimes we overthink. But when we hit that balance? That’s when the sales pop, the comments roll in, and the DMs say, “yYo where’d you get that?”

That’s the sweet spot.
And that’s what I’m chasing EVERY SINGLE DAY.

—
With Care, Armaan
CEO, Boost Lifestyle