Gurjit Degun
Sep 27, 2022

Does creativity still drive business?

In 2019, the IPA declared a 'crisis in creative effectiveness'. Little seems to have changed since. So where does the problem lie: are awards juries too focused on creative flair and not enough on work that delivers brand performance?

There was once a time when ads that won big at creative shows were also the ones helping brands grow. Between 1996 and 2008, creatively awarded campaigns were about 12 times more efficient at increasi

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