Creative Enough for the Financial Director
Andy FarrSue GardinerMillward Brown
Great advertising, that sells product and enhances corporate wealth, must be 'creative'. Why do we believe so unequivocally that creativity is vital for ROI? Simply because empirical observations over 25 years show that we are right to do so. Creativity sells more products and more services. How do we support this position from empirical evidence?
First we must define what we mean by creativity. Aha! you say, creativity defies definition, that's the point. This is certainly true: you cannot prescribe a recipe for creativity, because its essence is...