When even award-winning work generates fewer business results and adopts short-term goals, you know there is a crisis.
But do marketers realise that bad decisions undermine the power of strong creative and leave their brands lagging the competition?
Using evidence from the IPA Databank, effectiveness expert Peter Field shows the rise of negative trends and the huge performance gap opening up between brands with good and bad creative practices.
Hear Peter’s argument
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Reward strategic ideas that are in market long enough to transform brands.
Last updated 01 May 2024
