The Case for Creativity: Two Decades' Evidence of the Link Between Imaginative Marketing and Commercial Success

Author(s): James Hurman


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 book includes comment and perspective from some of advertising and marketing's leading minds, including Jim Stengel (former P&G Global Marketing Offcer), Jim McDowell (Mini USA CEO), David Lubars (BBDO Chief Creative Offcer), Tony Davidson (Wieden+Kennedy London Executive Creative Director), and IPA Consultant and leading advertising effectiveness researcher Peter Field.


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James Hurman is Planning Director at New Zealand advertising agency Colenso BBDO. He is Chairman of the 2011 and 2012 New Zealand Effies, is a regular contributor to Idealog, New Zealand's premier business magazine, and teaches strategic thinking at AUT University.

General Fields

  • : 9780958299732
  • : AUT Media
  • : AUT Media
  • : April 2011
  • : 190mm X 127mm
  • : New Zealand
  • : July 2011
  • : books

Special Fields

  • : James Hurman
  • : Hardback
  • : 312
  • : 192
  • : Black and white illustrations