The Case for Creativity: Three Decades Evidence of the Link Between Imaginative Marketing and Commercial Success

The Case for Creativity: Three Decades Evidence of the Link Between Imaginative Marketing and Commercial Success
Author:
Pages:
192
Language
Published:
June 17th 2016 by Cannes Lions
ISBN10:
0993508200
Genre:
Goodreads Rating:
4.15
ISBN13:
9780993508202

Debate in the advertising and marketing industries has raged for decades: do high levels of creativity make advertising more effective? Or is creativity just the folly of creative people looking to win their next award? The arguments of both advocates and cynics have until now been based on conjecture and anecdotal evidence. The Case for Creativity brings the debate to a conclusion, telling the story of three decades of international research into the link between creativity and business results. The Case for Creativity presents 15 major research studies proving: - More creative advertising is more effective advertising - More creative advertising agencies are more effective advertising agencies - More creative businesses are more successful businesses "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 "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

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