The 2012 Cases for Creativity
James HurmanY&R New Zealand
Not long ago, as researchers around the world consistently showed that highly creative content was much more likely to drive greater commercial success, the argument over whether advertising should strive first to be 'creative' or 'effective' was replaced with a simple ambition to be both.
Today it's clients as much as creatives who aspire to do the most creative work that in turn leads to the most outstanding commercial results. Increasingly, the Holy Grail for client and agency partnerships is to win a Gold Lion and a Gold Effie...