David Tiltman, VP Content, WARC, comments: “The Creative Effectiveness Ladder is a huge step forward for the industry. With a shared framework for evaluating the effects of communications, marketers and agencies can plan and benchmark their work far more consistently.”
There are two key uses of the Creative Effectiveness Ladder:
Simon Cook, Managing Director, Cannes Lions, says: “Cannes Lions is committed to addressing the global community’s challenges with short-termism and proving the value of creative marketing. The Creative Effectiveness Ladder is a tool for change and the start of the mission. We’re currently working with the industry to identify how the Ladder can be used as a tool to judge the Creative Effectiveness Lion so that the global benchmark in creative and effective work is underpinned by this step forward in effectiveness.”
During Hurman and Field’s analysis they made a new discovery that marketing effectiveness is heavily influenced by a campaign’s degree of what they call Creative Commitment. Creative Commitment correlates very tightly with effectiveness – as Creative Commitment increases, so does effectiveness. To increase Creative Commitment, marketers have three ‘levers’ - spend, duration and number of media channels - and pulling any of these levers will give their work an effectiveness advantage.
Creativity is a fourth and highly impactful lever. Creatively awarded campaigns are much more effective overall, and at every level of Creative Commitment.
James Hurman, Founding Partner, Previously Unavailable and co-author of the report, says: “The message here is not that creative-award-worthy work is automatically effective. Rather that, if we have a well-planned and insightful strategy, we can magnify and supercharge the effectiveness of that strategic thinking with work that has creative-award-winning qualities.”
Peter Field, Independent Marketing and Advertising Consultant and co-author of the report added: “Over the past five years, the marketing and advertising industry has increasingly reduced the Creative Commitment, which significantly mitigates the return on investment. We urge that marketers and their agencies work to reverse this trend, in the interests of improving both the effectiveness of their efforts and the overall value and reputation of marketing.”
The effectiveness code white paper is available to download at no cost. The report includes expert commentary, evidence, best practice examples, data analysis and recommendations to help the industry market more effectively.
The Creative Effectiveness Ladder was first revealed today at LIONS Live by James Hurman and Peter Field during their keynote session Cracking the Effectiveness Code. James Hurman will take a deep-dive into the Ladder in his session How to use The Creative Effectiveness Ladder, part of WARC’s LIONS Live on-demand content, available to view here.