How to Read The Case for Creativity: The link between imaginative marketing & commercial success RTF
NEW FOR 2018 INCLUDING A SPECIAL KINDLE EDITION CASE STUDY: Creativity at Burger King, 2017 Cannes Lions Creative Marketer of the YearDebate in the advertising and marketing industries has raged for decades: does creativity make advertising more effective? Or is it just the folly of creative people looking to win their next award? The arguments of both advocates and cynics have until recently been based on conjecture and anecdotal evidence. James Hurman’s seminal creative effectiveness book The Case for Creativity, updated in 2016, brings the debate to a conclusion with three decades of international research into the link between creativity and business results."Practitioner-led, powered by data… utterly convincing. Business will be the richer for embracing this thinking."- Janet Hull OBE, IPA Director of Marketing Strategy & Chairman IPA Databank"The relationship between creativity and effectiveness is the golden thread of advertising, and it is nowhere more eloquently explored than in this brilliant book."- Giles Hedger, Global Chief Strategy Officer, Leo Burnett Worldwide“A must read for anyone who needs to understand the indivisible link between creativity and commerce.”- Gareth Kay, Co-Founder, Chapter San Francisco“After reading The Case for Creativity, I came away with better evidence than before on a theory that I’ve long believed in. I recommend it to everyone in our industry and beyond.”- Paul Donaldson, Strategy Director, Carlton & United Breweries/SAB Miller, Australia“A great read… a timely and important contribution to the marketing debate… it should become mandatory reading for all clients.”- Michael Burgess, General Manager, Marketing, Weight Watchers Australasia. “The book I wish I’d written.”- Donald Gunn, founder, The Gunn Report“Bloody good… Hurman has brought together compelling arguments demonstrating the success of businesses that have shown creative courage.”- Idealog Magazine
