Cannes Lions and WARC release The Effectiveness Code, a white paper to address ‘crisis in creativity’
22 de junio de 2020

Cannes Lions, powering global best practice in creativity, together with sister company WARC, the global authority on marketing effectiveness, have today released The Effectiveness Code, a white paper presenting the results of a major new study carried out on their behalf by marketing effectiveness experts James Hurman and Peter Field.

In 2019, Hurman and Field undertook a global study involving a committee of international leaders from the world of strategy and planning, which revealed consensus that the industry lacked a ‘universal definition’ and ‘shared language’ of effectiveness, limiting the ability to what best practice effectiveness looks like.

A subsequent analysis and comparison of close to 5,000 effectiveness award entrants and winners from 2011 through 2019, sourced from the Cannes Creative Effectiveness Lions database (1,031 cases), WARC’s database (3,616) and the IPA databank (216), also uncovered a new principle of effectiveness. Hurman and Field discovered that marketing effectiveness is heavily influenced by a campaign’s ‘creative commitment’, a composite measure of media budget, duration and number of media channels applied.

These findings and how best to address them are outlined in The Effectiveness Code, one of the largest ever studies of marketing effectiveness in recent years, produced to help clients and agencies increase the effectiveness of their campaigns.