How are you currently measuring effectiveness?
The Creative Effectiveness Ladder is a unique tool that offers a new shared language for the marketing industry. It’s a way to identify the very best work and understand how to utilise strategy and creativity to drive specific marketing outcomes.
Get in touch to learn how to create highly effective work, measure your success and drive reliably consistent results from your investments. Let us evaluate your Creative Commitment and activate the Creative Effectiveness Ladder as a continuous improvement tool.
A Masterclass in creative effectiveness
James Hurman Answers FAQs about the Creative Effectiveness Ladder
In this series, James Hurman unlocks each of the Ladder’s levels and shows us how to combine creativity with strategies for effectiveness.
Level 1 of the Creative Effectiveness Ladder
Learn how 'Influential Ideas' use creativity to maximise engagement and sharing, and over-achieve on campaign metrics and media efficiency.
Level 2 of the Creative Effectiveness Ladder
Getting consumers to behave the right way is a crucial precursor to driving sales up, and there’s a relatively reliable step-by-step process that marketers and agencies can use to set themselves up for behaviour change success. Watch the latest instalment to find out how…
Level 3 of the Creative Effectiveness Ladder
Across the last decade, we’ve seen substantial growth in campaigns seeking to achieve short-term and temporary sales effects. So, how can we use creativity to deliver promotions that engage consumers and deliver sustainable results? Watch the latest instalment to find out how…
Level 4 of the Creative Effectiveness Ladder
Brand Builder campaigns use creativity to improve the fundamental measures of brand health. In this episode with marketing expert James Hurman we hear how, if you want to build a brand, you should consider... not talking about the brand.
Level 5 of the Creative Effectiveness Ladder
Marketing trends come and go – but the power of storytelling doesn’t. In this episode, James explains the creative strategies and winning behaviours behind ‘Commercial Triumph’ campaigns, and what just might be creative effectiveness’ best kept secret…
Level 6 of the Creative Effectiveness Ladder
In this episode, James gives his insight on how to create work that becomes defining, not only for its brand, but for marketing itself.
The Creative Effectiveness Ladder continued
It's a Tide Ad by Saatchi & Saatchi
See how Saatchi & Saatchi made Tide the most loved brand of the 2018 Super Bowl (Influential Idea) and extended the campaign's effectiveness by letting consumers take part in the story (Commercial Triumph).
Old Spice by Wieden+Kennedy
Take a look behind the idea of Wieden+Kennedy's Super Bowl ad for Old Spice that encouraged women to choose the manly scent of Old Spice body wash for their man.
Tesco: Unforgettable bag by Grey Malaysia
Looks at Grey Malaysia's project for Tesco which saw its commitment to phasing out single-use plastic come to life with the Unforgettable bag campaign.
Find out how an Influential Idea repositioned Gillette
Gillette’s We Believe campaign earned its place on the first level of the Creative Effectiveness Ladder where Influential Ideas attract attention and controversy. Read more.
Find out how we can help with your marketing challenges
Get in touch to understand how to navigate your marketing challenges with confidence. Let us evaluate your Creative Commitment and activate the Creative Effectiveness Ladder as a continuous improvement tool.