02:28 – What started the journey into creative effectiveness at P&G. 06:55 – Measuring creativity. 12:33 – Pre-testing at P&G. 14:18 – Communications seminar and internal training. 16:27 – Working with agencies. 18:12 – How has creative effectiveness helped your brands? 21:41 – Advice for people looking into creative effectiveness.
Building a culture of creative effectiveness...
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Bray Leino
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