This is it. The one you've been waiting for. The webinar to end all webinars. The Big Cheese. El Queso Grande. (Also it's free.)
It's taking place next Thursday 20 July at 4pm, on the internet. It will be hosted by ADMA chief executive Jodie Sangster and AdNews editor-in-chief Paul McIntyre.
Register now at www.adma.com.au/attend/upcoming-events/free-webinar-adma-creative-effectiveness-research.
They will be interviewing Peter Field, a well known UK-based author, marketing consultant and consultant to the International Practitioners in Advertising.
Field has just conducted the first ever* Australian study that proves there's a link between creativity and effective marketing, called The Link Between Creativity and Effective Marketing.
What does Sangster think of all this? "The role of creativity has been sidelined to some extent with all the recent focus on data," she says. "This study shows that creativity is a critical component to effective marketing.
"Marketers and advertisers need to pay more attention to creative and not just rely solely on data. They need to balance the role that both data and creativity play as the two together are the winning formula."
Wise words from a wise woman. ADMA has decided to conduct a yearly study into the links between creativity and effectiveness as part of its awards program.
"[This survey] is an important step forward in furthering best-practice creativity and marketing effectiveness within the marketing and advertising industries."
In the study, Field found (among other things) the following: creativity is an essential component of brand recognition; creativity boosts business effectiveness, but the advantage takes time to develop, with the impact becoming apparent after about six months.
Field has conducted similar studies in the UK and is the author of The Link Between Creativity and Effectiveness (not to be confused with The Link Between Creativity and Effective Marketing).
The UK study brings together two gold-standard resources, the UK's IPA Effectiveness Awards Databank and the Gunn Report database of creatively awarded campaigns, to provide the most robust assessment yet of the value of creativity.
He is also the co-author of the book Marketing in the Era of Accountability. Those who register for the free webinar will also receive a copy of Field's Australian report free of charge.
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