Creativity and effectiveness
By Peter Field
Marketing and IPA Databank Consultant
In June 2010 the IPA published the results of merging the IPA Databank of Effectiveness Awards cases with the Gunn Report database of creativity in the report titled ‘The link between creativity and effectiveness'. The analysis revealed that creatively awarded campaigns in the IPA Databank grew market share 11 times more efficiently than creatively non-awarded campaigns and that the more creative awards a campaign picked up, the more effective it was likely to be. The report's findings surprised few in the creative agency world, which has long believed that...