The Crisis In Creative Effectiveness

This IPA report on creativity is the result of an analysis of almost 600 advertising case studies from 1996-2018. Key findings include:

• Short-termism is driving the collapse in creative efficiency.
• Creative best practice can reverse the damage.
• As an industry, we need to alter the way we identify and reward creativity.

Read the report here, in its entirety. You will learn what drives creativity, get case studies of high-performing campaigns, and discover ways to restore creative effectiveness.

This report was originally published in 2019.