The case for commercial creativity

by | Nov 3, 2021 | Insight

I’ve recently been re-reading James Hurman’s influential 2016 book on creative effectiveness – Making The Case For Creativity. In it, Hurman explores the connection between imaginative advertising and commercial success. He outlines that creativity helps...
Creativity that drives business results

Creativity that drives business results

by | Aug 20, 2018 | Strategy

How does creativity drive business? Great question – with ever-changing answers. Here’s the verdict after this year’s Cannes Lions… “Marketing effectiveness is a critical category for any award show. If you can’t prove that creativity drives...