Lions Live Logo
Home > Top Rated > Cannes Lions & WARC Presents Cracking the Effectiveness Code

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.

More From Top Rated

Deepfake (from 'deep learning' and 'fake') is the technique that uses AI to replace one person’s face with someone else’s. But how...

Support the global COVID-19 response

LIONS Live is free, for everyone. We’re supporting the COVID-19 Solidarity Response Fund for the WHO. If you can, please donate as much as you’re able to.