Theoretically, creativity is an economic multiplier that can boost business and drive sales and make money. Easy, right? But then when it comes to paying for it, it all gets a bit more complicated.

This session, from Advertising Week APAC 2023, opens up a dialogue about the value of creativity, and how it’s perceived in marketing departments and agencies. What’s really affecting marketers’ budgets? And what’s the impact of treating creative as a cost rather than an investment?