How are the roles, role definitions, and collaborations expanding and impacting effectiveness?
WFoA has explored these questions in two roundtable sessions held in NYC in 2011 on the Future of Creatives and Creative Ideas in the Digital World. Click to learn more about who attended and what was discussed, including current mental models of advertising and the need to challenge these models in today’s rapidly changing environment. The first session generated such enthusiasm, especially about Peter Field’s presentation on “The Link Between Creativity and Effectiveness,” that a follow-up session quickly followed.
Output from these sessions informs Professor Wind’s Wharton MBA class on Creativity as well as a master class presented at the Young Marketers Academy, Cannes Lions International Festival of Creativity with Gian Fulgoni and Chuck Porter: “The ROI of Creativity: The Triple Challenge.”