Creative Excellence Equals Better Return On Advertising Spend

Two studies by Donald Gunn, who founded the Gunn index of creativity, have shown that 84 percent of campaigns that are highly-creative and award-winning ‘met or exceeded their clients’ objectives’ in terms of business growth. This research also shows that award-winning, highly creative advertising is more effective than average advertising. Peter Field, researching the same topic in the UK, found that [...]