Can we do a better job of measuring creativity?
There are ways to measure creativity and creative effectiveness - in an advertising context, of course. But are there better ways to do this? Can we do a better job on this front? Why should we care? If we'd like to know the contribution of creativity to overall marketing effectiveness, then we have to have really good measurement of creativity. The idea for this session would be to share some ideas on this and get perspectives from others on what a great creativity measurement "system" might look like.