Creative enough for the Financial Director

Creativity is vital for motivating customers, and thus vitally affects ROI (return on investment). There are three broad areas of creativity that can be seen to generate sales: product news, strategic creativity which creates a new slant on a familiar product, and the powerfully communicating creative execution.

Creative Enough for the Financial Director

Andy FarrSue GardinerMillward Brown

Great advertising, that sells product and enhances corporate wealth, must be 'creative'. Why do we believe so unequivocally that creativity is vital for ROI? Simply because empirical observations over 25 years show that we are right to do so. Creativity sells more products and more services. How do we support this position from empirical evidence?

First we must define what we mean by creativity. Aha! you say, creativity defies definition, that's the point. This is certainly true: you cannot prescribe a recipe for creativity, because its essence is...

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