the crisis in creative effectiveness
Have we really entered an era where award-winning creativity typically brings little or no effectiveness advantage? That’s the shocking conclusion at the heart of Peter’s ground-breaking 2019 study, The Crisis in Creative Effectiveness. Hear the undisputed “godfather of effectiveness” expand on this important finding and discover what’s driving this worrisome trend.
Marketing Consultant + Effectiveness Expert
Peter started his career in advertising as a strategic planner; he been a marketing consultant for over 20 years. Effectiveness case study analysis underpins much of his work, which includes a number of important marketing and advertising texts: Marketing in the Era of Accountability, The Long & The Short of it, Media in Focus, and Effectiveness in Context (written in partnership with Les Binet). His latest publication is The Crisis in Creative Effectiveness.
Peter writes and speaks regularly around the world about marketing effectiveness. He is an Honorary Fellow of the UK Institute of Practitioners in Advertising.