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Is creativity and effectiveness mutually exclusive, what is the relationship and can it be defined? This question was put to a number of captains of industry who served on the 2013 APEX awards jury and this is what they had to say…

Vice Chairperson of the APEX awards jury and Chief Executive Office of award-winning agency, TBWA – Ivan Moroke said that the relationship between creativity and effectiveness has been debated by marketing moguls and advertising gurus for decades and agrees that creativity and effectiveness are indeed linked. He added that the impression that creativity is only relevant if one talks about producing brilliant, ground-breaking adverts, is false. Applying creativity is intrinsic to delivering effective advertising – one needs merely to broaden how we define and apply creativity. And, likewise, effectiveness shouldn’t just be associated with the kind of advertising that delivers business results. Effectiveness should be measured alongside creativity. Moroke provided a good example – “Even if the central idea is not driven by explicit creativity – these days creativity is often applied somewhere else in the communication mix in order to deliver the message effectively to the audience. The Apple brand is a typical example of this.”

This comes as little surprise. With innovations in mobile devices, the fragmentation of media channels and tsunami of social media that has changed the way we interact – little wonder that advertising agencies have had to apply creativity in ways beyond a pretty picture.