Brands and agencies have a new metric that can help predict the success of their campaigns – and, at the same time, push back against the legacy of short-term thinking that has taken root across the industry.
The “Creative Commitment” indicator of marketing impact emerged from research conducted by James Hurman, founding partner at New Zealand-based innovation consultancy Previously Unavailable, and marketing consultant Peter Field.
Their analysis supports the development of the Creative Effectiveness Ladder, a six-level framework that breaks out the various tiers of creative impact as articulated in a new white paper entitled, “The Effectiveness Code”....