LIONS Live | What do we mean when we talk about creative effectiveness?

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“As creative commitment increases, so does effectiveness.”
James Hurman, Marketing Effectiveness Expert and Founder of Previously Unavailable

It’s time that we tackle the challenge of connecting creativity with effectiveness. So, how do we create highly effective work and, crucially, how do we demonstrate the effects that the work produces? 

And what do we really mean when we talk about effectiveness? Did lots of people share the work? Did they buy more of the product? Did they change their behaviour?

In one of our most-watched talks, experts James Hurman and Peter Field introduced a shared language for effectiveness in the form of the Creative Effectiveness Ladder. James is back at LIONS Live this week to answer more of your questions about the ladder in a follow-up Q&A.


Elsewhere at LIONS Live, we saw more conversation on what’s next for creativity. In a President’s Briefing, we heard from Creative Effectiveness Jury President and Pernod Ricard Chairman and CEONorth America Ann Mukhurjee on the evolution of judging effectiveness.

‘The LIONS Live Debate’ looked ahead to how recent crises will affect the industry, with perspective from Isobar’s Jean Lin, WPP’s Mark Read, Google’s Lorraine Twohill, Droga5’s David Droga and Translation’s Steve Stoute.

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