Short-termism, budget pressure and 'toxic' digital metrics: Peter Field on threats to creative effectiveness
Increasing short-termism and pressure on budgets are weakening creative effectiveness, and the digital revolution has exacerbated these trends.
Those are the worrying findings from new research: 'Selling Creativity Short', conducted by marketing consultant Peter Field for the IPA, the UK ad agency trade association. Field launched his research to a packed house at a session organised by Warc, and held at the 2016 Cannes Lions International Festival of Creativity.
Linking creativity and effectiveness
Field is one of the industry's leading proponents of the link...