The changing art of persuasion in a downturn

Laura James

This article, by Laura James, WARC Online’s Media Editor, summarises the WARC Creativity in Advertising Conference 2009.

The changing art of persuasion in a downturn

Laura James

Now, more than ever, creativity matters. Advertisers are under increasing pressure as budgets are tightened and agencies are expected to do more but often for less.

At the recent WARC Creativity in Advertising Conference, Chairman Rory Sutherland, Executive Creative Director and Vice-Chairman, OgilvyOne London, warned us of the dangers of allowing the creative industry to be ruled by the calculator and the spreadsheet.

In these harsh economic times there is an inherent bias against the generation of creativity - brilliant ideas can be born of an afternoon and...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands