the creative effectiveness ladder
“Creative Commitment” is decreasing and we don’t have common metrics to measure creative effectiveness: Enter The Creative Effectiveness Ladder, a tool to help brands and agencies increase the effectiveness of their campaigns. The Creative Effectiveness Ladder identifies the six main types of effects that creative marketing produces, setting them in a hierarchy of levels from least to most commercially impactful. In this presentation, Field and Hurman walk us through the framework and share how to use it to produce more consistently effective creative campaigns and initiatives.
speakers
PETER FIELD
marketing consultant + effectiveness expert
Peter Field started his career in advertising as a strategic planer; he been a marketing consultant for over 20 years. Effectiveness case study analysis underpins much of his work, which includes a number of important marketing and advertising texts: Marketing in the Era of Accountability, The Long & The Short of it, Media in Focus, and Effectiveness in Context (written in partnership with Les Binet). His latest publication is The Crisis in Creative Effectiveness.
Peter writes and speaks regularly around the world about marketing effectiveness. He is an Honorary Fellow of the UK Institute of Practitioners in Advertising.
JAMES HURMAN
founding partner, Previously Unavailable
James Hurman is a marketing effectiveness expert from New Zealand. Formerly a strategic planner in the advertising industry, James’ work has won more than 50 marketing effectiveness awards, including Grands Prix at the Effies and Asian Marketing Effectiveness Awards, multiple Effie Agency of the Year awards, and a Cannes Creative Effectiveness Lion. In 2013, James was named the world’s number one planning director by The Big Won Report. His 2011 book The Case for Creativity explored his and others’ research proving that more creative companies, agencies and campaigns achieve significantly better commercial results. The book was republished in 2015 by Cannes Lions. James has served as a member of the inaugural Cannes Creative Effectiveness Lions jury, Chair of the Spikes Creative Effectiveness Jury, and Chair of the New Zealand Effie Awards.