Short-termism, budget pressure and 'toxic' digital metrics: Peter Field on threats to creative effectiveness

This event report highlights the findings of new research by leading marketing consultant Peter Field, who has previously demonstrated strong links between creativity and effectiveness in advertising.

Short-termism, budget pressure and 'toxic' digital metrics: Peter Field on threats to creative effectiveness

Joseph Clift

Increasing short-termism and pressure on budgets are weakening creative effectiveness, and the digital revolution has exacerbated these trends.

Those are the worrying findings from new research: 'Selling Creativity Short', conducted by marketing consultant Peter Field for the IPA, the UK ad agency trade association. Field launched his research to a packed house at a session organised by Warc, and held at the 2016 Cannes Lions International Festival of Creativity.

Linking creativity and effectiveness

Field is one of the industry's leading proponents of the link...

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