Articles posted by Tony Walford


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Creativity in the age of the Maths Men – by Sir Martin Sorrell, CEO of WPP

Indeed - an excellent article. The Green Square view is that creativity has taken more of a back seat in the digital arena where the drive for measurable ROI sales-driven campaigns has focussed on the use of data to target customers, rather than creative excellence.

Getting creativity back into the mix is paramount as it's a big differentiator of the marcomms industry versus the management consultancies that are trying to move into this space. Green Square Drum knowledge bank article on this subject here:

27 Sep 2013 - 07:30