Short-termism is ‘killing’ creativity in marketing, claims new IPA report

Launched at the Cannes Lions festival today (23 June), the IPA suggests the effectiveness of creative campaigns has halved over the past four years, after analysing campaigns that have won the IPA Effectiveness Award. It claims that creatively awarded campaigns are now six times as efficient as non-awarded campaigns, down from 12 times in 2011.
The report’s author Peter Field believes marketing campaigns that are part of a long-term strategy are now a “rarity” an