Sometime in the not too distant past, as researchers around the world proved unanimously that highly creative content is much more likely to drive greater commercial success, the argument over whether advertising should strive first to be ‘creative’ or ‘effective’ was replaced with a simple ambition to be both.
Today it’s clients as much as creatives who aspire to do the most creative work that in turn leads to the most outstanding commercial results. And the Holy Grail for client and agency partnerships has increasingly become to win a gold Lion and a gold Effie with the same campaign.
Putting...