Edinburgh International Marketing Festival 2012: Creativity in theory and in practice

A round-up of presentations from the Edinburgh International Marketing Festival 2012. Key themes emerging from the presentations include: marketers believe that advertising should be more about scienc...

Edinburgh International Marketing Festival 2012: Creativity in theory and in practice

Joseph CliftWarc

For a month each summer, Edinburgh, Scotland hosts its Festival – one of the UK's biggest cultural events, encompassing thousands of plays, music, film and comedy shows held at venues across the city. The marketing industry is also getting involved, with the Edinburgh International Marketing Festival (EIMF), organised by Creativebrief and the Marketing Society, held over two days in August, 2012.

The Festival itself proves that creativity can mean big business: one impact report from BOP Consultingsuggested that 4m...

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