Left and right side of the brain always work in balance.
Rational and creative inputs define many things we do in all aspects of our lives. They both need each other as the wings of a bird. How effective is creativity in the business world is the main topic of the most interesting research and discussions over the years. Same way day needs the night and vice versa, can we say creativity boost businesses and make it more effective? How far can we go with creativity and how rational we must go to keep the balance? Till what extent creativity is useful and till what extent is not?
In most of the cases, more sales means more marketing, marketing needs advertising. Marketing and advertising mean a combination or art and science which influence each phase of the purchasing journey and most important, the buyer persona itself.
Professors Werner Reinartz and Peter Saffert nicely explain in this academicals research published by Harvard Business Review publication, where it is explain creative in all its extent and how it influences advertising and business in general.