Advertisements are not as qualitative as one thinks. Creativity of a campaign is directly proportional to its effectiveness. So, suppose the objective of your campaign is to grab market share and if it does not fulfill its quantitative purpose, it did not justify itself on the creativity parameter. Similarly, if the purpose of such a campaign is to raise the awareness level of a brand, even then there are quantitative tools to measure the outcome of such campaign. So an ad campaign is as good as itfulfi ls its core purpose. A campaign has be effective first and creative next. This is exactly why the world's best ad agencies are associated with world's best brands or vice-versa.
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