Creativity in crisis: The implications of left-brained dominance for advertising

New work by Orlando Wood of System1 shows how cultural insight and large-scale data analysis can combine to uncover a hidden and highly significant trend within marketing and advertising.

Campaign details

Agency: System1Country: UK

Synopsis

Creativity is in crisis. For some years now, Les Binet and Peter Field, analysts at the Institute for Practitioners in Advertising have been collecting evidence of a decline in effectiveness. There are several symptoms. A rise in budget allocation to short-term activation. A breaking of the link between creatively awarded work and effectiveness. And an overall drop in the likelihood of advertising delivering long-term business effects.

Most of the work on this decline has focused on the changing media context of advertising – how it's been forced to adapt to a...

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