What we know about creativity and effectiveness

Explores current thought and reading on the connection between creativity and effectiveness, a relationship for which there is compelling evidence, especially in terms of creating brand fame: a driver of long-term performance.

There is compelling evidence that creativity is key to deliver increased effectiveness. However, there is concern that short-termism and a decline in ‘right brain’ creativity is creating a crisis in creative effectiveness. Creativity is most effective when it is distinctive, emotional, novel, well-branded and has some longevity. It also needs the right financial and media support plan to succeed. Creating a culture of creative effectiveness can help companies ensure creativity is an ongoing focus in driving business outcomes.


Effectiveness is proof that a campaign has met its objectives, particularly sales, market share or profits. It is publicly recognised via...

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