Insights from the IPA Effectiveness Awards 2012: Creativity and effectiveness - Never lose sight of the power of the idea
Bridget Angear
For the purposes of this chapter, I've defined creativity as the use of the imagination to produce original ideas, and effectiveness as the ability to prove that these ideas have had a demonstrable effect.
In some ways I think it's a bit odd that as an industry we still feel the need to prove that there is a link. I think most of us who work in...