The value of creativity

An ingenious analysis of cases from the IPA awards and Gunn Report aims to dispel any doubt about the effectiveness of creativity.

The value of creativity

Peter Field

Peter Field describes an ingenious analysis of cases from the IPA awards and Gunn Report that puts to rest any doubt about the effectiveness of creativity.

Warc, publisher of Market Leader, is the official knowledge partner for the Cannes Creative Effectiveness Lions awards. The winners will be announced at the Cannes Lions Advertising Festival, which takes place 19-25th June. All submissions will be published on warc.com.

For more information, please visit www.canneslions.com/effectiveness

The practical aspect of the creative process has been argued for decades. For many agency creative teams...

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