The short version

Peter Field predicted on June 1, 2019: “Despite our warnings, the misuse of creativity has continued to grow and the effectiveness advantage has continued to decline. This report is a final wake-up call for good sense, before it is too late. (Report finding: creatively awarded campaigns had become no more effective than non-awarded campaigns for the first time in 24…

Prediction by

Peter Field

On June 1, 2019

“Despite our warnings, the misuse of creativity has continued to grow and the effectiveness advantage has continued to decline. This report is a final wake-up call for good sense, before it is too late. (Report finding: creatively awarded campaigns had become no more effective than non-awarded campaigns for the first time in 24 years of data.)”

Follow-up

The short-termism trend he documented continued through the 2020s; follow-up IPA work kept showing declining creative effectiveness, and the "crisis" framing became industry canon.

From the High Caliber AI network — see the AI for PR module in the course.