Speed Read: The Case for Creativity

This piece summarises the book The Case for Creativity by James Hurman, planning director at Colenso BBDO.

Speed Read – The Case for Creativity

James Hurman, AUT Media (2011)

Introduction

In The Case for Creativity, James Hurman brings together two decades of research into advertising from around the world to prove that creative advertising leads to the greatest business results, and that far from being a risky investment, creativity is the best way to ensure a marketing budget delivers.

Hurman is in a good position to make the argument. As planning director at New Zealand's Colenso BBDO, he is a seasoned practitioner rather than a consultant or academic. He has also worked on campaigns that have...

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