Creative effectiveness

In response to a report by Peter Field about the strong link between creativity and effectiveness, Millward Brown conducted its own analysis of winning case studies from the IPA Effectiveness, Effies and Cannes Lions awards.

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.

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 a

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