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Les Binet and Sarah Carter on what's next in effectiveness

On Strategy Showcase

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Balancing Creativity and Effectiveness in Marketing

The chapter explores the unique balance between creative excellence and effectiveness in marketing agencies, using Adam and Eve DDB as a notable example. It emphasizes the necessity for agencies to prioritize both creativity and effectiveness to drive business results, focusing on meticulous planning and training for achieving this balance. The discussion underlines the importance of statistical significance and research in fostering creativity that yields tangible business outcomes.

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