By Lindsay Stein
Creativity and effectiveness must go hand-in-hand in order for marketers to see the best results from campaigns. That’s where the new white paper, “The Effectiveness Code,” from Cannes Lions and WARC comes into play.
In 2019, marketing effectiveness experts James Hurman and Peter Field kicked off a global study aimed at highlighting short-termism in marketing and a misunderstanding of how brands grow as the key factors in the crisis.
“Creative effectiveness is in crisis,” said Field in his 2019 Crisis in Creative Effectiveness report for the IPA. “We have killed the power of creativity – once the most valuable weapon in the effectiven
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