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INTERNATIONAL FESTIVAL OF CREATIVITY | 17-24 JUNE 2017

The Case for Creativity

James Hurman enlists some friends to help prove creativity matters once and for all.

This year, James Hurman updated his seminal creative effectiveness book The Case for Creativity with new insights and information. He invited marketing legends Jonathan Mildenhall and Jim Stengel on stage to help him demonstrate exactly why creativity matters more than ever.

created on Monday 12 Dec 2016

Creativity has to be defended

It doesn't matter if some of us believe in the power of creativity. It only works when we all believe.
James Hurman, Founder, Previously Unavailable
At Cannes Lions each year it’s easy to think that the whole world already understands exactly why creativity matters to business. But, as James Hurman pointed out during his talk at the Festival, this is a potentially fatal mistake; it’s all too easy for great ideas to be killed stone dead unless we all fight for them.
Watch the full length talk in the Cannes Lions Archive

It’s the industry’s job to prove creativity works

Luckily there’s plenty of evidence to support the campaign

Peter Fields found that creatively awarded campaigns are 11 times as efficient as non-awarded campaigns.
James Hurman, Founder, Previously Unavailable 
As long ago as 2006, some of the biggest research companies in the world were already proving the link between creativity and effectiveness.
Then in 2010, a landmark study was published that provided irrefutable evidence about the power of creativity.
And it’s borne out at Cannes Lions itself when you look at the winners of the Creative Marketer of the Year awards

So how do you make a brand more creative?

James Hurman invited legendary marketing figures – and creative evangelists – Jonathan Mildenhall and Jim Stengel on stage to explain how businesses can put creativity front and centre in their organisation. They offered five tips to help any brand super-charge its creative outlook:

1. Become a creative catalyst

2. Surrounding yourself with exciting people

3. Go where the energy is

4. Get the relationships right

5. Make a public commitment to creativity

James Hurman's book The Case for Creativity: Three Decades Evidence of the Link Between Imaginative Marketing and Commercial Success is now available through Amazon. It tells the story of three decades of international research into the link between creativity and business results.

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