Speed Read – The Case for Creativity
James Hurman, AUT Media (2011)
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 combined great ideas with business success, notably the agency's work for Yellow Pages which has won a number of international awards.