Dominic Twose and Polly Wyn JonesMillward 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 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...