If I could give every marketer a pop quiz, it'd only have one question:

What's the most important element in a campaign – cleverness, appearance, or relevance?

Please tell me you got the right answer. It's relevance, of course. Every marketer worth their salt has learned that message by now; all the pretty and witty creative in the world isn't going to hook your audience unless the message actually matters to them. Yet somehow, teams keep making that classic mistake. They focus on what they want to say, rather than what their buyers want to hear.