ENGAGING CREATIVITY FOR GROWTH
In 2011 the IPA, the professional body of advertising, media and marketing in the UK, released “The Link between Creativity and Effectiveness.” Written by Peter Field and using data from the IPA databank, the paper compared the scale of hard business effects achieved by the creative-awarded campaigns, with the effects of non-awarded campaigns. The conclusion: creative-awarded campaigns were 12 times more effective at driving business effects such as share, sales, profit, and loyalty than non-awarded work.
This is no surprise to DDB, yet clients continue to challenge us on agency fees and our value/price ratio. Today agencies have become so efficiency-focused we have forgotten creativity is an art —not a science —that needs careful crafting to produce optimal results.