Creative Briefs - A Leaping Off Point

In episode number two, Julian is going to be on a creating work that works. He will talk about the importance of highly creative ideas and how they are more effective than non-creative campaigns. And he'll also look at whether it's possible for an agency to have both creativity and effectiveness as part of its mission. The final module in this series comes from IBA chief executive Peter Gormley who has written his own book 'The Case for Creativity'