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IPA Eff Fest

London, 15 October 2013
Challenging conventional thinking on the value of creativity.

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This report examines new insights into consumer behaviour and discusses how they could inform marketing.


This report discusses how marketers and agencies can make their organisations more creative. It identifies four Cs for overcoming creativity challenges - Commitment, Context, Courage and Collaboration - and suggests six models of organisational creativity.


This report looks at how brands are employing co-creation and collaboration with consumers to deliver successful products.