9 thought leaders share unique perspectives on creative effectiveness
TRANSCRIPT
9 Thought Leaders Share Unique Perspectives on Creative Effectiveness
“In our business, creativity and effectiveness are inextricably bound. Without creativity, work is boring and not likely to change behavior. Unharnessed creativity is often worse — a vile kind of vanity, where liking the sound of our voice matters more than listening to our clients’ customers. At the other end of the spectrum, if we are focused merely on being effective, we would slap “free sex” onto everything we do and watch our click rates quadruple. It is only when business goals anchor creativity and when creativity drives engagement, do we meet our goal to both sell and create brand value.”
David Sable, Global CEO, Y&R
“For me, the essence of creative effectiveness is encapsulated in three words which form the mantra of OMD. Insights, ideas and most importantly results. For creative work to be truly effective it needs to uncover a unique human truth, then use that insight to connect the consumer to the brand through a compelling creative idea and then ultimately create some positive action from the consumer which leads to the achievement of a business objective.”
Steve Blakeman, Asia Pacific CEO, OMD
“Creative effectiveness means speaking to the heart in a way that links your brand positively and powerfully to someone’s emotional core – be it humor, heart-strings, happy memories etc. The creative connects to the individual, extends beyond the actual moment of creative delivery, and inspires emotion and ideally action – be it personal reflection, sharing, or triggering a behavior or activity. Simply put, great creative inspires.”
Billy Lagor, SVP & General Manager, Asia Pacific, Hasbro
“One of my favorite things about this industry—the reason I get up in the morning to do this job—is that true creativity has been proven time and again to lead to effectiveness. The reason we’re here as an industry is because there isn’t a business problem or societal problem that can’t be solved by creativity. That’s a magical thing.”
Toto Ellis, Head of Strategy, Droga5 Europe
“It’s no great secret that creative remains the biggest controllable driver of successful marketing. You can have a fantastic, effective and innovative media approach, but it will fall apart without excellent and memorable creative. There’s certainly a science behind what makes creative effective, but there’s also still plenty of art.”
Jerry Daykin, Global Digital Director, Carat
“With more brands marketing themselves via content than ever before, creative and effective content execution is crucial. Strong brands in the content marketing space truly understand the notion of creative effectiveness. They hone and leverage their creative vision so that their content not only resonates with their audiences, but also reverberates in the cultural sphere.”
Alexander Jutkowitz, Managing Partner, Group SJR
“I think of creative effectiveness as the transformative power of creativity. I’ve spent the best part of my career crafting experiences that deliver tangible results, so of course I know the work has to work, but it should also highlight the beautiful elegance of a brilliantly original solution.”
Rik Haslam, Executive Creative Director, RAPP
“Look at all the unusual cases - the outliers, the absurd. We seldom find creative solutions looking in the standard places. Then it’s getting down to not what we are trying to say, but how we want people to react... What we want them to do. Remove everything else and go with that.”
Jesse Soleil, EVP, Global Director PNConnect, Porter Novelli
“Creative effectiveness means harnessing data to predict and prove creative success. The powerful data streams marketers have access to make it possible to gauge performance early in the creative process. And with marketing performance more trackable than ever, the impact of creative work is now reliably measurable.”
Keith Richey, Marketing Director, LinkedIn
