Crossing the chasm: How true creativity enables great leaps in effectiveness

Current industry definitions of creativity are too narrow, says a White Paper from the European Association of Communications Agencies (EACA), in partnership with Effie Awards Europe and The Effectiveness Partnership.
  • Creativity is a vital ingredient in driving marketing effectiveness, but, paradoxically, the definition of creativity has tended to be tightly defined.
  • This research, based on analysis of Effie Awards Europe winners from 2009-2022, quantifies four new useful definitions of types of creativity that drive effectiveness in different ways.
  • The four new definitions of creativity are persuasive creativity, fame-building creativity, experiential creativity and market-building creativity....

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