We know, through analysing years of Lion-winning work, that increased creativity drives effectiveness. But through speaking to our Creative Effectiveness Lions jury members, entrants and brands, we also knew that creative companies were finding articulating what truly effective creative work looked like increasingly difficult.
We wanted to dig deeper, to understand how the industry could become consistently successful at developing highly effective creative marketing and what the barriers were to success.
To find out, we commissioned one of the largest studies of creative marketing effectiveness in the world, alongside our partners at WARC. Marketing effectiveness experts, James Hurman a
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