{"id":17814,"date":"2022-12-09T00:00:00","date_gmt":"2022-12-09T05:00:00","guid":{"rendered":"https:\/\/tomilli.com\/en\/what-are-marketers-talking-about-when-we-talk-about-effective-creativity\/"},"modified":"2026-02-26T09:41:18","modified_gmt":"2026-02-26T14:41:18","slug":"what-are-marketers-talking-about-when-we-talk-about-effective-creativity","status":"publish","type":"post","link":"https:\/\/tomilli.com\/en\/what-are-marketers-talking-about-when-we-talk-about-effective-creativity\/","title":{"rendered":"What Are Marketers Talking About When We Talk About Effective Creativity?"},"content":{"rendered":"<p><em>Juan Isaza is Vice-President of Strategy and Innovation at\u00a0<\/em><em data-ga-track=\"ExternalLink:https:\/\/ddb.com\/\">DDB<\/em><em>\u00a0Latina and the President of DDB Mexico.<\/em><\/p>\n<p>The discussion is decades old: Is it possible to have outstanding creativity and at the same time produce sales results?<\/p>\n<p>For some marketers, creativity has been historically seen as a \u201cnice to have\u201d\u2014an attractive accessory but not necessarily the tool to mobilize consumers toward the brand. The game changer was the research carried out by Les Binet and Peter Field more than a decade ago (<em data-ga-track=\"ExternalLink:https:\/\/ipa.co.uk\/knowledge\/publications-reports\/marketing-in-the-era-of-accountability\">Marketing<\/em><em data-ga-track=\"ExternalLink:https:\/\/ipa.co.uk\/knowledge\/publications-reports\/marketing-in-the-era-of-accountability\">\u00a0in the Era of Accountability<\/em>), which proves with scientific evidence that the cases that generate the most business results are those with an emotional component. Peter Field further claimed that creatively awarded work is around 10 times as efficient as non-awarded work.<\/p>\n<p>Taken from:\u00a0<a href=\"https:\/\/ddb.com\/news\/what-are-marketers-talking-about-when-we-talk-about-effective-creativity\/\">https:\/\/ddb.com\/news\/what-are-marketers-talking-about-when-we-talk-about-effective-creativity\/<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Juan Isaza is Vice-President of Strategy and Innovation at\u00a0DDB\u00a0Latina and the President of DDB Mexico. The discussion is decades old: Is it possible to have outstanding creativity and at the same time produce sales results? For some marketers, creativity has been historically seen as a \u201cnice to have\u201d\u2014an attractive accessory but not necessarily the tool<\/p>\n","protected":false},"author":1,"featured_media":14304,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[466],"tags":[],"class_list":{"0":"post-17814","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-marketing-trends"},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.9 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>What Are Marketers Talking About When We Talk About Effective Creativity? - Tomilli<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/tomilli.com\/en\/what-are-marketers-talking-about-when-we-talk-about-effective-creativity\/\" \/>\n<meta property=\"og:locale\" content=\"es_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"What Are Marketers Talking About When We Talk About Effective Creativity? - Tomilli\" \/>\n<meta property=\"og:description\" content=\"Juan Isaza is Vice-President of Strategy and Innovation at\u00a0DDB\u00a0Latina and the President of DDB Mexico. 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