Agency: WCRS | Author: John Carter |
How advertising creativity increased Carling Black Label's profitability
INTRODUCTION
Creativity increases profitability
Demonstrating a link between advertising creativity and advertising effectiveness has been a consistent concern throughout the distinguished history of the IPA Advertising Effectiveness Awards. The current IPA President, John Bartle, expressed his concern in a speech at the IPA in November 1995, 'The creativity/effectiveness debate - as old as advertising itself I'm sure - hasn't gone away. There are creative agnostics, even creative atheists, despite, in my view, all that we've learned and continue to learn'.
This paper will demonstrate...