Creativity and effectiveness with Peter Field

In this film from Thinkbox and the IPA, distinguished marketing consultant Peter field presents the key findings from his research that explored the link between creativity and effectiveness by fusing the IPA databank and Gunn report. He also looks at how the 2010 IPA effectiveness awards winners reflected these findings and sets out some learnings for advertisers. Great stuff.

What’s in the film?

Section 1: Peter Field explains the background to his creativity and effectiveness research, what he did with the Gunn report and IPA databank data, and the key findings.

Section 2: examples from the 2010 IPA effectiveness awards and how these winning campaigns reflected the general findings from his research.

  • Virgin Atlantic
  • Hovis
  • HSBC
  • Barclaycard
  • T-mobile
  • Cadbury Dairy Milk

Section 3: Peter Field sets out what can advertisers learn from this work; how they should make the most of buzz created by great advertising and invest behind it.

Creativity helps drive long-term business success, providing a powerful antidote to the short-term nature of so much activity today.

Peter Field Independent Marketing and Advertising Professional


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