Creative enough for the Financial Director

Andy Farr and Sue Gardiner

Creativity is vital for motivating customers, and thus vitally affects ROI (return on investment). There are three broad areas of creativity that can be seen to generate sales: product news, strategic creativity which creates a new slant on a familiar product, and the powerfully communicating creative execution.

Creative Enough for the Financial Director

Andy Farr Sue Gardiner Millward Brown

Great advertising, that sells product and enhances corporate wealth, must be 'creative'. Why do we believe so unequivocally that creativity is vital for ROI? Simply because

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