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Why commercial creativity has never been more important to marketing

Screen Shot 2015-06-23 at 11.38.58Cannes celebrates the very best ideas from around the world. But the industry also needs to demonstrate that this creative work has a commercial impact, argues Gurdeep Puri, founding partner of The Effectiveness Partnership.
“Half the money I spend on advertising is wasted. The trouble is, I don’t know which half.” Attributed to John Wanamaker (1838-1922).

That was a century ago. Back then, routes to market and communication were fewer and less complex, and evaluation and measurement were less sophisticated. Things are different now. In some ways.

What’s different is the explosion in the ways of getting product messages out there. The plethora of data now available to assess impact and efficiency. Read more on Why commercial creativity has never been more important to marketing…

Croisette kings on creativity: Sir Martin Sorrell

download (5)In the second instalment of Campaign’s Cannes Lions interviews with the leaders of the big six holding companies, Sir Martin Sorrell, chief executive of WPP, believes creativity doesn’t exist only in the traditional creative department.

Perhaps it is a secret but, contrary to popular mythology, I really like creative departments; the more creative they are, the better. Although, famously, I have never written an ad in my life, the work of copywriters and art directors is what drew me to this business in the first place. Read more on Croisette kings on creativity: Sir Martin Sorrell…

Jonathan Mildenhall: creativity is the sustaining competitive advantage

h3dd-20150602125926806Jonathan Mildenhall, chief marketing officer of Airbnb, spoke to Marketing magazine about why the most creative and successful marketing messages are genuine, truthful and full of humanity.

In his opinion piece for the magazine he talks about why content is king but authenticity is queen, and the great things that can happen when creativity rules.  Read more on Jonathan Mildenhall: creativity is the sustaining competitive advantage…