How do I use creativity to drive effectiveness?

Details how marketers should be using creativity to drive effectiveness by looking at studies that prove the link between the two and advising on successful creative strategy.
  • Due to the rise of digital, there are now two distinct approaches to advertising: the creation of macro impact branded ideas to get people talking about a brand and the creation of micro contact branded content that nudges consumers along a purchase funnel.
  • Creativity and effectiveness don’t just go together like love and marriage, there is a causal relationship between them.
  • Creativity drives effectiveness through the use of emotion to generate both fame in the short run and price inelasticity in the long run.
  • The best way to use creativity to drive effectiveness is to get the...

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We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

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