📓Creativ Brief: Mission Statements
OpenAI starts a Twitter. Gov bans social media. GamesBeat goes indie. Alt creator revenue. Fresh talent.
A company mission statement is a concise declaration of company purpose.
The most effective mission statements should explain why a company exists, in as few words as possible. Brevity creates impact.
Most companies don’t know why they exist.
Objectively, companies exist to make money, given the capitalistic society we live in. However, a mission statement should clarify why people hand their hard-earned money over to said company.
Previously, our mission statement read: reinvent marketing to better understand and motivate consumers. Seven words and not overly verbose, but ‘reinvent marketing’ appeared to be the ‘how’ not the ‘why’ behind our company. So I cut it to the below:
Understand and Motivate the Consumer.
Five words, 2 verbs, one conjunction, one article, one objective pronoun, that speak to both our insights and strategies departments and why we all get up to work in the morning. Simple. Clear. Flexible.
Google’s original mission statement was “Organize the world’s information and make it universally accessible and useful.” Apple’s was “Create technology that empowers people and enriches their lives”. Nike’s is “Bring inspiration and innovation to every athlete.”
Mission statements make up the broader company statement which includes mission, vision, and value proposition. It also differs from your tag line. The best tags reflect a mission statement but speak to consumers. Apple’s “Think Different.” Nike’s “Just do it.” Google’s “Don’t be Evil.” Creativ Company’s “Challenges welcome.”
If leadership can’t articulate a why, then why should you give a damn either?
P.S. If you think I’m overly obsessed with minute details of written language, this former copywriter encourages you to trust your instincts.
3 Stories Shaping the Media and Tech Industries
OpenAI is reportedly developing its own social media platform similar to X (formerly Twitter), potentially integrating AI-powered features like a chatbot-driven timeline. The project, still in early stages, may be a response to Elon Musk’s recent feud with OpenAI and the growing interest in AI-driven content moderation and discovery.
Why it matters: This move shows that AI companies are no longer just powering platforms—they’re starting to build and own the platforms themselves.
The U.S. Justice Department, under the Trump administration, has enacted a new policy prohibiting employees from posting anything on social media related to their government work. Implemented by Deputy Attorney General Todd Blanche, this directive aims to curb politically charged social media activity by political appointees, including content praising Trump or attacking his opponents.
Why it matters: This move confirms that government policy is now actively reshaping how public officials can use social media and express themselves online.
GamesBeat has officially separated from its parent company, VentureBeat, to become an independent media entity. This move, led by newly appointed CEO Gina Joseph and veteran games journalist Dean Takahashi, aims to create a publication deeply focused on the gaming industry.
Why it matters: The spin-off signals a growing shift toward independent niche media as outlets prioritize autonomy to better engage specialized audiences in today’s fast-moving media and entertainment industries. Generic publishers can’t compete with specialized coverage that better serves specific audiences.
Creativ Spotlight - Ludeo x [REDACTED] Creator Play Along
We devised and cut down ads with gaming creators to encourage them to try Instant Playable highlights from Ludeo. The campaign is currently in market with several influencers, running across YouTube and Reddit!
Stat of the Week - Alternative Creator Revenue Streams
Creators, gaining more and more audience reach on new media platforms, are beginning to look more and more like independent media firms.
Creators have set up business entities that now pull in various sources of revenue beyond sponsored content that traditional brands are familiar with. Tipping and gifting, merchandise, and subscription revenues are the fastest growing categories.
Meanwhile, the brand centric categories of affiliate, sponsorships, and ad revenue are still in double digit growth, they lag behind the emerging revenue streams mentioned prior.
One Fun Thing - Brooke Poulin Joins as New PR Associate
As Creativ Company’s PR Associate, Brooke Poulin brings energy, creativity, and a deep love for storytelling to every campaign she’s a part of. With a strong background in gaming and tech, she’s known for her sharp writing skills, collaborative spirit, and ability to craft engaging narratives.
Before joining Creativ Company, Brooke spent three years at Wonacott Communications, where she led press efforts for industry tentpoles like Gamescom and The Game Awards and secured her clients speaking slots at GDC and GamesBeat Summit. Her work has helped launch and grow titles including Sky: Children of the Light, Disney Illusion Island, Little Friends: Puppy Island, El Paso, Elsewhere, Curse of the Sea Rats, and more—earning top-tier media coverage along the way.
Brooke got her start on the social media team at Skybound Entertainment, engaging millions of The Walking Dead fans, booking celebrity guests, and covering virtual Comic-Con events. She holds a B.A. in Marketing Communication and a C.O.A. in Game Design. Outside of work, you’ll find her playing video games, drumming, catching the latest movie in theaters, or watching a tad too much reality TV.