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What is ‘Good Creative’ Anyway?
Manage episode 331080271 series 3330684
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Marketeers, have you ever heard of the term ‘Creative Effectiveness’? Well until this episode Sean hadn’t (so he did his homework!). Lindsay, on the other hand, came to the conversation with some invaluable intel.
Creative effectiveness is something ad agency pros have been discussing and debating for many years as new platforms, communication methods and performance metrics continue to evolve at lightning speed. Most recently though, James Hurman in association with WARC and Cannes LIONS have upped the game. Developing the Creative Effectiveness Ladder: a measurement framework that categorizes and values creative work based on its impact on specific business objectives.
Join The Two Marketeers, as Sean and Lindsay share real-life experiences and debate their personal views on this ground-breaking practice and its potential impact on the future of marketing. Insights not to be missed! Happy listening.
For reference:
Kantar, "How top advertisers measure creative effectiveness"
WARC, "Principles of creative effectiveness"
IAB Canada, "The Science Behind Creative Effectiveness"
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