James Hurman, The Case For Creativity

In 2016 James Hurman published “The Case For Creativity”.

The book aims to answer a seemingly simple question, does creativity make advertising more effective?

Here’s three lessons from the book for those who haven’t read it.

• More creative agencies are more effective agencies: Agencies who appeared multiple times on the Gunn Report’s top 50 creatively awarded agencies list between 2006 and 2010 won 13.3 Effies during the same period compared to 8.2 for those who didn’t.

• More creative companies are more effective companies: Public companies that won the Cannes Advertiser of the Year award have consistently outperformed the S&P 500 on share price growth in the five years prior to being awarded.

• Creative advertising is more effective advertising: In the 1990s, Donald Gunn showed that over 80% of creatively awarded advertising had met or exceeded the objectives that had been set by the client. 

In total, The Case For Creativity presents evidence from 15 different studies, spanning three decades and all corners of the world. They all ask the same question but in different ways. And they all reach the same conclusion.

Creativity equals effectiveness. 

You can pick up your copy of The Case For Creativity here.

Highly recommended.