Keep the creative promise within the truth
Review campaign claims and creative execution from the buyer's perspective: what does the audience understand about the subject, and what are you asking them to believe or do? If buyers need foundational understanding, explain the product and its benefits clearly rather than stretching a claim to make the idea more compelling.
Creative authenticity means avoiding false claims, not covering up negatives and communicating clearly whatever buyers need to understand. Treat an idea that does not feel right as a reason to check again. Consider both literal accuracy and whether the execution makes an inappropriate claim to authenticity. Imaginative storytelling should not cross into dishonesty simply because it attracts attention.
A 2026 TrustRadius survey of its global network of professionals involved in an organisational software or hardware purchase during the preceding year found that 47% of technology buyers trusted online resources slightly or much less than they used to. Clarity and honesty belong in the creative judgment, not just in a final wording check.
Sources: Faking bad: why marketers need to maintain standards in a post-truth world