Case studies should have fewer restrictions and more space for storytelling

Clare Kane

This essay argues that advertising case studies do not represent reality, and the industry should shift to 'case stories' instead.

Case studies should have fewer restrictions and more space for storytelling

Clare KaneRKCR/Y&R

The eminent scientist and Nobel Prize winner Sir Peter Medawar once wrote: 'Scientific papers in the form in which they are communicated to learned journals are notorious for misrepresenting the processes of thought that led to whatever discoveries they describe.'

You will have read (and maybe even written) many 'case histories' describing marketing success stories. In your opinion, does the Medawar comment also apply to them? If so, what would be a more accurate description of such a process?

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