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At its best, advertising is a welcome guest in our lives. Creativity is the gift that earns its welcome.
But there's growing evidence that creativity is increasingly elusive. There’s still lots of great work being made, but there could be more, more often. And, as creativity is one of the most powerful drivers of advertising effectiveness, it’s in everyone’s interests to keep standards as high as possible.‘Cracking creativity’ unveiled three new studies of advertising creativity. The Power of Creativity Paul Dyson from accelero consulting presents the effectiveness drivers of ROI, how creativity fits into that and evidence of the commercial impact of creativity. Using the latest available data, he builds on his past work that pointed to creativity delivering the 2nd biggest factor influencing effectiveness. Creative drivers of effectiveness Rosie Pritchard from Neuro-Insight presents the latest research to help better understand what matters when it comes to effective creative execution and just as importantly, what doesn’t. They share the key creative factors that can make a difference to the impact of TV ads.
From Good to Great Thinkbox has commissioned advertising strategist Laurence Green to undertake a consultation with senior agency and client practitioners to unearth the most common barriers to developing really impactful creative work. Based on the findings, Laurence offers practical recommendations on how to raise the creative bar when it comes to TV advertising. Panel Session Lindsey Clay, Thinkbox CEO, discusses the research and everything creativity with a brilliant panel including Craig Inglis, EVP, Sage; Charlie Rudd, CEO, Leo Burnett; Kate Stanners, Chairwoman and Global Chief Creative Officer, Saatchi & Saatchi; Laurence Green and Noel Bunting, ECD, neverland.