For an informed opinion about why our industry strives for creative excellence, check this out.
We all believe in creativity, but often clients need to give themselves permission to want great work.
The Case for Creativity is a book about the connection between creativity and effectiveness in advertising. Supported by the numbers (from various research sources) it makes a pretty compelling case for why creativity will triumph over boring tactical marketing initiatives. It’s by the planning director of Colenso BBDO in NZ (James Hurman).
If nothing else, just copy and paste in the CB blog when people question creative awards.