Keith Weed, Chief Marketing & Communications Officer, Unilever - from his foreword to The Case for Creativity
Debate in the advertising and marketing industries has raged for decades: does creativity make advertising more effective? Or is it just the folly of creative people looking to win their next award? The arguments of both advocates and cynics have until recently been based on conjecture and anecdotal evidence. James Hurman’s seminal creative effectiveness book The Case for Creativity, now updated for 2016, brings the debate to a conclusion with three decades of international research into the link between creativity and business results.
The research proves:
Advertising with creative award-winning qualities is more effective than advertising in general, and as advertising gets more creative, it gets more effective.
The advertising agencies that place emphasis on highly creative work are more efficient at creating highly effective advertising for their clients.
Client organisations who've won Creative Marketer of the Year at the Cannes Lions International Festival of Creativity have all done so during record periods of share market performance, demonstrating the link between creative culture and commercial performance.
The Case for Creativity is available from Amazon in both paperback and (very soon) Kindle e-book editions.
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Janet Hull OBE, IPA Director of Marketing Strategy & Chairman IPA Databank
The Case for Creativity slideshow is a quick 10 page PDF covering the main findings from the book.
Download the slideshow here
Giles Hedger, Global Chief Strategy Officer, Leo Burnett Worldwide