Episode 17

What Does Creative Effectiveness Really Look Like?

75% of marketers struggle to link creative activities to commercial returns. And 79% say they have inadequate training to connect creative impact and business outcomes.

Are we in the middle of a creative effectiveness crisis? In this episode, Elena and Rob explore what creative effectiveness really means, how to measure it, and why award shows are so bad at identifying it. They even explore a framework that marketers at brands of all types can use to evaluate the likely impact of their creative work. Because great creative should absolutely translate to business results.

Topics Covered

• [01:00] Recapping WARC’s podcast episode from Cannes Lions

• [03:50] Why aren’t creative award shows better at evaluating effectiveness?

• [07:30] How do you measure creative effectiveness?

• [09:30] Explaining the SPARK framework

• [11:30] Why kindling emotion with creative is so challenging

• [13:30] How pretesting can guide creative strategy

Resources:

2019 IPA Report

2019 WARC Article

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