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