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.

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.