Does originality contribute to ad effectiveness?

Spike Cramphorn, chairman of add+impact, addresses the contentious issue of whether advertising 'originality' contributes to purchase intent.

Does Originality Contribute to Ad Effectiveness?

Spike Cramphorn

Although Thomas Edison said that genius is 99% perspiration and 1% inspiration, it is the human capacity for original thinking that (for better or worse) impels our progress.

Many marketers...

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