In the advertising and marketing industries, the debate has raged for decades. Do high levels of creativity make advertising more effective? Or is creativity just irresponsible folly practiced by creative people looking to win their next award? The arguments of both advocates and cynics have until now been based on conjecture and anecdotal evidence. The Case for Creativity brings the debate to a conclusion, telling the story of two decades of international research into the link between creativity and business results.
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