Changing attitudes to measurement and creativity

Is it possible that too much focus on 'measuring advertising performance' can have the paradoxical effect of reducing advertising performance? Can organisational demands for the appearance of rationality actually get in the way of creating more effective campaigns? In this speech, Oliver Feldwick, of The Red Brick Road, considers the relationship between creativity and rationality.

Changing attitudes to measurement and creativity

Paul Feldwick and Oliver Feldwick

Paul: The first part of this presentation is a talk that Oliver gave recently at an event called War of the Words. The question was about the future of account planning, but it seems equally relevant here.

I'm then going to add my own response to what Oli has said.

"We would do well to hold back our eagerness to control that world which we so imperfectly understand."Gregory Bateson

Oliver:At the heart of it, I think planning is about trying to apply our knowledge and...

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