Short-termism, budget pressure and 'toxic' digital metrics: Peter Field on threats to creative effectiveness

This event report highlights the findings of new research by leading marketing consultant Peter Field, who has previously demonstrated strong links between creativity and effectiveness in advertising.

Short-termism, budget pressure and 'toxic' digital metrics: Peter Field on threats to creative effectiveness

Joseph Clift

Increasing short-termism and pressure on budgets are weakening creative effectiveness, and the digital revolution has exacerbated

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