Cracking Creativity

With growing evidence that creativity – the biggest single driver of advertising effectiveness within a marketer’s control – was declining, we urgently needed to prove its value to the industry and help it make better advertising. ‘Cracking Creativity’ employed an innovative, kaleidoscopic research approach: three separate studies (one financial, one neuroscientific, another practitioner-led) to answer one challenge. After years of industry obsession with tech and data, it thrust creativity back into the limelight and armed the industry with the means to make creativity thrive again.