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...