The advertising ideas that are celebrated with statues and champagne at marketing industry festivals are contributing to a crisis of creativity – and actually have a worse impact on the business bottom line for advertisers than the campaigns that win nothing at all.

Peter Field, of Peter Field Consulting, said the effectiveness of campaigns that win awards for creativity has plummeted in the past decade amid an “orgy of short-termism” that wins plaudits and quick sales, but does nothing to build a brand and instead fuels CFO scepticism about whether creativity really has any value to business.

Watch the WARC session on the Crisis in Creative Effectiveness here.

Field was speaking at none other than the industry’s biggest ad creativity awards event, in Cannes in 2019, as part of a WARC session called the Crisis of Creative Effectiveness.