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"Leading brands and agencies have known for many years that more creative work delivers better results than ‘safe’ and rational advertising. What has been exciting in more recent times is to see the emerging proof of this; the hard evidence that creative work is more memorable, more effective and more able to drive overall business performance."

Keith Weed, Chief Marketing & Communications Officer, Unilever - from his foreword to The Case for Creativity

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Book


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Book


About the book

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:

More creative advertising is more effective advertising

Advertising with creative award-winning qualities is more effective than advertising in general, and as advertising gets more creative, it gets more effective.

More creative agencies are more effective agencies

The advertising agencies that place emphasis on highly creative work are more efficient at creating highly effective advertising for their clients.

More creative companies are more successful companies

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.

 

 

"Practitioner-led, powered by data… utterly convincing. Business will be the richer for embracing this thinking."

Janet Hull OBE, IPA Director of Marketing Strategy & Chairman IPA Databank

 

Download the slideshow

The Case for Creativity slideshow is a quick 10 page PDF covering the main findings from the book.

Download the slideshow here

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Author


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Author


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"The relationship between creativity and effectiveness is the golden thread of advertising, and it is nowhere more eloquently explored than in this brilliant book."

Giles Hedger, Global Chief Strategy Officer, Leo Burnett Worldwide