The creative multiplier

Laurence Green

This article draws on examples from the 2006 IPA Awards to argue that creativity is still a vital element in advertising effectiveness, although it is changing its nature as media opportunities and consumer demands develop.

The creative multiplier

Laurence Green

The advertising landscape of the last few years has been dominated by voices and trends from beyond creative shores: at first by the concept of media neutrality, and more recently by the siren call of new media. You...

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