Selling Creativity Short
Creativity and effectiveness under threat
Book • 2024
Peter Field's "Selling Creativity Short" examines the decline in the effectiveness of highly creative campaigns since 2010.
The book delves into the reasons behind this trend, highlighting the shift towards short-termism and the prioritization of quick wins over long-term brand building.
Field argues that marketers' focus on immediate results has led to a 'creative crisis,' where the power of creativity is underutilized.
The study provides data-driven insights into the financial consequences of this trend, demonstrating the significant cost of dull advertising.
The book offers valuable recommendations for marketers seeking to restore the power of creativity in their campaigns.
The book delves into the reasons behind this trend, highlighting the shift towards short-termism and the prioritization of quick wins over long-term brand building.
Field argues that marketers' focus on immediate results has led to a 'creative crisis,' where the power of creativity is underutilized.
The study provides data-driven insights into the financial consequences of this trend, demonstrating the significant cost of dull advertising.
The book offers valuable recommendations for marketers seeking to restore the power of creativity in their campaigns.
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Elena Jasper
The Art and Science of Creative Effectiveness
