Michael O'Neill
Apr 28, 2011

The relationship between creativity and effectiveness

Creative advertising has been shown to have a positive impact on marketing effectiveness, but brands and agencies are still struggling to define the creative contribution.

Back in 1978, agency Davidson Pearce created a launch campaign for a little-known margarine spread called Krona that pushed the product’s butter-like qualities. The brand quickly built up market share, mainly taking sales from more established butter brands. And while Krona as a brand name may have long since disappeared from British supermarket shelves - ironically replaced by the I can’t believe its not butter’ stable of brands - its legacy remains as the first campaign in the...

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