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Watch a summary of the debates, research and speakers that looked at the role of creativity in marketing effectiveness at EffWeek 2018. Further reading below.

Creativity is sometimes sidelined in the debate about effectiveness. At EffWeek 2018 we published our first research focusing on this core capability of our industry. The results gave a fascinating insight into the work that creativity does in long-term campaigns and the kinds of creative techniques, characters, and devices that are most successful. Creatives from agencies joined strategists, marketing directors, and the comedian Matt Lucas to debate the results. Watch the film for a summary.

Follow this link to a conveniently filtered version of the Learning and Resources page with all of our content on creativity. If you prefer, browse our guided tour of selected pieces below


Understanding creativity for the long-term, a new research project

WATCH: Watch as Orlando Wood of System1 Group presents the results of our research into creativity and fluent devices. The report was authored by Orlando and ou


How an award-winning comedian and writer creates characters

WATCH: Matt Lucas of Little Britain fame, interviewed by presenter Naga Munchetty on how he writes characters that last.


Hear about the changing role of creativity from top marketing professionals

WATCHA senior panel from Centrica, Picasso Labs, and VCCP talk about the way creativity drives long-term value  today
READ: A provocation about the cultural biases that are potentially limiting the role of creativity in marketing.


Further reading:

There is more. This link will take you to a conveniently filtered version of the Learning and Resources page with all of our content on marketing effectiveness measurement, so you can continue to explore on your own.

“Just what the industry needs, great collaboration between clients and agencies on the topics that drive business growth.”

Bridget Angear, Joint Chief Strategy Officer at AMV BBDO

“It’s great to see the IPA in the UK bring the whole industry and particularly the trade bodies together to focus on effectiveness. This new Marketing Effectiveness initiative will enable people across the industry to work together to build on best practice.”

David Wheldon, Chief Marketing Officer, RBS

“Effectiveness is a team sport, so it was great to see the industry in the widest sense, come together. In an increasingly diverse and fragmented world, only by using all parts of the brain will we solve effectiveness challenges and design our campaigns to deliver short and long term value. That’s why what happens next is important – if the IPA can help facilitate progress on this with a long-term initiative around Marketing Effectiveness, we’ll definitely crack it.”

Bart Michels, Global CEO Kantar Added Value and Country Leader Kantar UK

“The time spent at #EffWeek was extraordinarily effective. It was great to hear the diverse views from all areas of the industry. All tied together with the common themes of accountability and effectiveness.”

Andrew Canter, Global CEO, BCMA

“It has been a privilege to be part of the inaugural Effectiveness Week. The agenda is one which we at O2 UK feel passionately about. To see and hear perspectives across the industry demonstrates how the breadth of marketing effectiveness is increasingly being valued within businesses. Data, insight, social, customer experience, test and learn, ROI, these are all fundamentals and were covered expansively at the event”.

Sandra Fazackerley, Marketing & Consumer, Telefónica UK Limited

“The full week of effectiveness events brought into clear focus the need for marketers to use data and insight to achieve the key business objectives of growth and profits. Marketers today are in a better position to quantify their knowledge of customers and measure the ability of investments in marketing to increase brand and shareholder value.”

Chris Combemale, Group CEO, DMA