Twins, siblings, distant relatives?

The relationship between marketing and creativity isn’t always entirely clear-cut: While «hard» KPIs apply in marketing, creativity is evaluated based on less tangible and «soft» parameters. How do agencies and clients assess this complex relationship?

Johannes Hapig - May 16, 2023

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Twins, siblings, distant relatives?

The relationship between marketing and creativity isn’t always entirely clear-cut: While «hard» KPIs apply in marketing, creativity is evaluated based on less tangible and «soft» parameters. How do agencies and clients assess this complex relationship?

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