Creative effectiveness

Dominic Twose and Polly Wyn Jones
Millward Brown

A study of IPA Effectiveness, Effie and Cannes Lions Awards winners reveals that ads don't need to persuade to be effective but they do usually engage emotionally.

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A recent report concluded that there is a very strong link between creativity and effectiveness: 'The Link Between Creativity and Effectiveness' (IPA, 2011, Peter Field). Field's analysis sheds an interesting light on an old debate about creativity and sales effectiveness. We've long felt there was a connection: when we look at the best ads we have ever tested, it is clear they all have the power to involve and be enjoyed, and it is clear even subjectively that they all harness creativity, albeit in different ways, to great effect.