Efficiency can’t equal effectiveness without creativity: DDB

DDB managing director, strategy and innovation Leif Stromnes and chief creative officer Ben Welsh explain how an over-reliance on rationality is endangering creativity in marketing.

In the 1960s, television advertising pioneer Rosser Reeves invented the term ‘unique selling proposition’ (USP). It refers to the unique benefit a brand uses to help it stand out from its competitors, and it has become one of the most well-known terms...

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