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Trust your Creatives
A UK study by Gunn/IPA titled ‘The link between creativity and effectiveness’ focused on, as you would expect, answering the question, ‘is there a relationship between creatively-awarded campaigns and effectiveness?’ The sample comprised of 257 IPA Effectiveness case studies for which Gunn Report scores were available. Of the sample, 18% actually appeared in the Gunn Report. The research…
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The tyranny of depleted perspective.
I am currently working on a few projects and I have realised that I have again reached the stage in two of them where I have lost objectivity and have no clear perspective on if the work will do anything to influence people’s behaviour . As a marketer one…
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