HEAD BLOG » cadbury http://www.head-first.co.uk/headblog Read this, laugh, then ask us to pitch Fri, 27 Jan 2012 08:45:08 +0000 en hourly 1 http://wordpress.org/?v=3.3.1 The importance of being effective http://www.head-first.co.uk/headblog/2009/06/the-importance-of-being-effective/ http://www.head-first.co.uk/headblog/2009/06/the-importance-of-being-effective/#comments Wed, 24 Jun 2009 13:06:03 +0000 Dom http://www.head-first.co.uk/headblog/?p=224 Reading around a few of my favourite blogs today I happened upon this little gem from Rob over at the-ad-pit. Rob has an eye for effective advertising and, in his role as planner, obviously thinks a great deal about creativity, effectiveness and the role advertising plays in our lives.His post discusses how history judges our work and how this is usually (historically, even) done through the biased lens of awards. He questions how far we should allow our subjectivity to take over when it comes to judging ads merely on their creativity and entertainment factor. It’s a good point. As any box office record will tell you, creativity and sales don’t necessarily go hand in hand (of course that view arguably take a pretty elitist view of what is “creative”).

Rob goes on to say that for him, public polls reveal what advertising is effective AND creative. It’s a point I don’t quite agree with. At what point does public opinion, creativity and the sales total correlate?

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