James Hurman took the stage at Gulltaggen and shared his newest insights from his book and project “The Case of Creativity” where he looks at award winning creative work, and combine it with actual data of how much value (money/effect) it actually had.

The short answer is yes. Creative campaigns gives better results.

But, he also shared another interesting insight. It’s campaigns that are doing good for the world that gives the best results. He mentions campaigns as the Chipotle’s battle for more sustainable food, Vodafone for their Fakka campaign and last but not least PG’s “Proud sponsors of moms“.

It’s good to know that having heart in your marketing still beats the cynical ads and campaigns that dominate our industry.

Do good and be creative.

A perfect way to end the first day of Gulltaggen. Thank you James for reminding us.

See all our Gulltaggen blog posts here.

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