Debate in the advertising and marketing industries has raged for decades: do high levels of creativity make advertising more effective? Or is creativity just the folly of creative people looking to win their next award? The arguments of both advocates and cynics have until now been based on conjecture and anecdotal evidence. The Case for Creativity brings the debate to a conclusion, telling the story of two decades of international research into the link between creativity and business results. The book includes comment and perspective from some of advertising and marketing's leading minds, including Jim Stengel (former P&G Global Marketing Offcer), Jim McDowell (Mini USA CEO), David Lubars (BBDO Chief Creative Offcer), Tony Davidson (Wieden+Kennedy London Executive Creative Director), and IPA Consultant and leading advertising effectiveness researcher Peter Field.

Reviews of The Case for Creativity

“One day we may all be able to place a commercial value on creativity that is universal and beyond reasonable doubt, but until then books like this offer us all a powerful argument for the affirmative. There is no doubt in my mind about the link between creativity and phenomenal commercial success and what James offers is proof of this link. After reading The Case for Creativity, I came away with better evidence than before on a theory that I’ve long believed in. I recommend it to everyone in our industry and beyond.”

Paul Donaldson, Marketing Director, Carlton & United Breweries, Australia

“For far too long we’ve felt in our hearts that there is a correlation between creativity and effectiveness. The Case for Creativity proves beyond doubt that not only does this link exist but that creativity, in business as well as communication, leads to greater effectiveness. James Hurman’s book is a must read for anyone who needs to understand the indivisible link between creativity and commerce, from CEOs and CFOs to practitioners in agencies and client organizations. Perhaps more importantly it’s something we should encourage every financial analyst to read. It’s time for them to ask ‘why isn’t your business being more creative?’.”

Gareth Kay, Associate Partner, Director of Brand Strategy, Goodby, Silverstein & Partners, USA

About the Author

James Hurman is Planning Director at New Zealand advertising agency Colenso BBDO. He is Chairman of the 2011 and 2012 New Zealand Effies, is a regular contributor to Idealog, New Zealand's premier business magazine, and teaches strategic thinking at AUT University.