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Cannes Lions & WARC Presents Cracking the Effectiveness Code

Talent: James Hurman, Peter Field

Marketing effectiveness experts James Hurman and Peter Field present the world premiere of a major new study of creative effectiveness, carried out on behalf of Cannes Lions and WARC.

This global study involved an analysis of nearly 5,000 effectiveness case studies from 2011 – 2019.

James and Peter will showcase a new framework – The Creative Effectiveness Ladder – designed to create a universal definition and shared language of effectiveness.

They’ll introduce the principle of ‘Creative Commitment’ – a new metric that correlates tightly with effectiveness. Measurement of Creative Commitment over time suggests that the industry is trending away from effectiveness - but this new principle offers an actionable way for marketers and agencies to work together to turn the tide.


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