James Hurman’s ‘The Case for Creativity’ book presents 15 major research studies proving more creative advertising is more effective advertising
Two decades’ evidence of the link between imaginative marketing and commercial success compiled by James Hurman, planning director at Colenso BBDO, Auckland, one of the world’s most creative agencies.
AUT Media, hardback, 186 pages
Debate in the advertising and marketing industries has raged for decades: do high levels of creativity make advertising more effective? Or is creativity just the folly of 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.
The Case for Creativity presents 15 major research studies proving:
More creative advertising is more effective advertising
Advertising that wins creative awards is much more effective on average than advertising in general, and as advertising gets more creative, it gets more effective.
More creative advertising agencies are more effective agencies
The advertising agencies that place emphasis on highly creative work are much more efficient at creating highly effective advertising for their clients.
More creative businesses are more successful businesses
Those client organisations who’ve won Advertiser of the Year at the Cannes Lions International Festival of Creativity have all done so during periods of record sharemarket performance, demonstrating the link between creativity and success in business.
The book includes comment and perspective from some of advertising and marketing’s leading minds, including Jim Stengel (former P&G Global Marketing Officer), Jim McDowell (Mini USA CEO), David Lubars (BBDO Chief Creative Officer), Tony Davidson (Wieden+Kennedy London Executive Creative Director), and IPA Consultant and leading advertising effectiveness researcher Peter Field.
“One day we may all be able to place a commercial value on creativity that is universal and beyond reasonable doubt, but until then books like this offer us all a powerful argument for the affirmative. There is no doubt in my mind about the link between creativity and phenomenal commercial success and what James offers is proof of this link. 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, Marketing Director, Carlton & United Breweries, Australia
“For far too long we’ve felt in our hearts that there is a correlation between creativity and effectiveness. The Case for Creativity proves beyond doubt that not only does this link exist but that creativity, in business as well as communication, leads to greater effectiveness. James Hurman’s book is a must read for anyone who needs to understand the indivisible link between creativity and commerce, from CEOs and CFOs to practitioners in agencies and client organizations. Perhaps more importantly it’s something we should encourage every financial analyst to read. It’s time for them to ask ‘why isn’t your business being more creative?’.”
– Gareth Kay, Associate Partner, Director of Brand Strategy, Goodby, Silverstein & Partners, USA
About the author
James Hurman (pictured) is planning director at Colenso BBDO, Auckland. One of the world’s most creative agencies, Colenso BBDO was named New Zealand Agency of the Decade for the 2000s by Campaign Brief magazine, and is part of the BBDO network, named network of the year by the Cannes International Festival of Creativity, the Gunn Report and the Big Won report for several years running. Colenso BBDO has been recognised more for its effectiveness than any New Zealand agency, winning one of six inaugural Cannes Creative Effectiveness Lions atop several local and international Effectiveness Agency of the Year and Effectiveness Best in Show awards in recent years.
Hurman will be speaking at Spikes later this year about the link between creativity and effectiveness – http://www.spikes.asia/festival/
For more information about the book, see www.thecaseforcreativity.com
4 Comments
Let’s hope every man woman and client reads this. The only argument I’ve ever heard against good work is dumbing it down for people who are ten times as intelligent as the cephalopods research companies recruit to keep them in business.
Someone should send a copy to Tom at Ogilvy.
Hats off sir. A genuine effort to move forward the business that pays all our car leases.
It’s inspiring to see that the industry has people with big brain who can put them to use in a positive way.
Der. What a no brainer.