Have you heard of The Creative Effectiveness Ladder? It was created on behalf of WARC and Cannes Lion to unlock a shared language for people in the business of creativity who aim higher. It’s a way for the industry to identify the very best work and understand how to utilise creativity to drive specific marketing outcomes.
The toolkit serves as a framework and common language from one of the largest studies in marketing effectiveness. It unlocks a way for the industry to identify the very best work and utilise creativity to drive specific marketing outcomes.
The full toolkit is available for download here. It presents the results of a major new study of effectiveness carried out in 2020 marketing effectiveness experts James Hurman and Peter Field on behalf of Cannes Lions and WARC.
James and Peter analysed and compared a total of 4,863 effectiveness award entrants and winners from 2011 through 2019, from every major market in the world: 1,031 cases from the Cannes Creative Effectiveness Lions database, 3,616 cases from the WARC database and 216 cases from the IPA databank.
After creating a free Cannes Lion account, you can download the full toolkit which also includes 6 101 guides on behavior breakthrough, brand builder, commercial triumph, enduring icon, influential idea and sales spike.
The Creative Effectiveness Ladder has been designed to be used as a continuous improvement tool for marketers and agencies, and to be the judging framework for all future Creative Effectiveness Lions.
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