Creative Commitment: a new metric to predict campaign performance and counter short-term thinking

Research undertaken by James Hurman and Peter Field points to a "Creative Commitment" metric as having a strong correlation with campaign effectiveness.

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”....

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands