Anushka Figueroa
Owner/Brand Marketing Architect at Cr8tive Tonic
Website Address:

What services does your company provide?

Creative, Media Buying and Planning, Social Media, Public Relations, Marketing Strategy, Other

About Cr8tive Tonic:

Cr8tive Tonic is a multifaceted consulting agency with experience in working with global brands in a variety of industries. Fueled with a passion for discovering hidden opportunities, developing brands, and creating multi-channel marketing strategies for B2B and B2C environments, we are a beautiful marriage joined by creative and analytical minds. Grounded in simplicity, we believe brand is the soul of a company and relationships are paramount. We believe true collaboration, a sense of humor, and building trust ultimately drives exceptional customer experience. Our approach is simple and thorough. We work alongside business owners to create a roadmap for steady growth, we dig deep to connect to your ideal customer and create an authentic point of differentiation from your competition. We create a streamlined structure to gain results.

When it comes to strategy, is it more about the story you tell or your CPM? How does this affect your KPIs either way?

Ultimately, a good strategy should incorporate a healthy media mix. A good story is going to connect with your consumer on an emotional level. If you’re not telling a compelling story then there is a chance CPM’s will be low and essentially it impacts your KPIs because the organization’s business objectives aren’t being met.

How important is your content/creative to your programmatic efforts?

Extremely important. Your visual and verbal content should be consistent, relevant, compelling, concise, and more importantly–it has to make sense!

What does volume mean to you? Is Quality vs. Quantity still measurable in the digital space?

Volume to me is the value of your “brand reach.” Yes, quality and quantity are measurable. The way I look at it in it’s most simplistic terms is if you have quality content–it’s going to be shared which is organic and that is so valuable to a brand.

What does Data-Driven Marketing mean to you?

Essentially, a well-rounded marketing communications strategy that targets your consumer base by their behavior can be measured by their actions. It is fundamental for a business to have personal profiles of its customers based on their wants, needs, behavior, and actions. That’s the beauty of optimizing campaigns and getting results based on a consumer’s behaviors and actions.

What are your thoughts on people who believe they’re ready to hit the market with just a media plan?

It’s always important to really have a plan in place and a strategy that’s going to be aligned to business objectives, but I think more so now we have to pause. Things have really shifted with where we’re at in the state of things with coronavirus. I think for businesses, whether you’re small, midsize, enterprise companies, we really have to shift and really focus culturally on what we’re doing and being thoughtful about how we’re communicating, how we’re really doing business. I think businesses have really taken a step back and hopefully, they’ve been able to go back and kind of rethink or look at those business objectives and goals. A media plan is not a strategy. I really think it’s interesting that businesses will think that’s a strategy but it’s really not. It really has to go back to aligning with your brand, and obviously, what those business objectives are.

With everyone burnt out on COVID-19, what would you suggest to your clients in terms of creative brand strategy?

I think when there are times–and we know this, we’ve seen this–when we have come into a recession, particularly, you go back to 2008-2009, a lot of companies, what’s the first thing that they do? They pull back on their marketing strategy and those dollars. I think now more than ever businesses have to really continue down that path. Be smart about the resources. And it’s really making adjustments. But when it comes to creativity, your verbal content, your visual content, it’s critical that it’s compelling, it is relevant, and it’s consistent across all media channels.


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