Insights from the IPA Effectiveness Awards 2012: Creativity and effectiveness - Never lose sight of the power of the idea

This article argues that creativity is intrinsically linked to effectiveness and that agencies need to communicate this to clients.

Insights from the IPA Effectiveness Awards 2012: Creativity and effectiveness - Never lose sight of the power of the idea

Bridget Angear

Browse all the 2012 IPA Effectiveness Awards case studies

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...

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