Creative Effectiveness Ladder Guide: 06 Enduring Icon

A guide to level six of the Creative Effectiveness Ladder, Enduring Icon, for campaigns that created long-term brand and sales growth.
  • Enduring Icon campaigns use creativity to drive brand and sales growth consistently over a long period of three years or more.
  • They stick with the same creative strategy or creative work throughout that period, creating sustained commercial outcomes.
  • With average marketing tenures ranging in the order of 12-24 months, this normally means creating work that will outlive your time with a brand.
  • To achieve at this level, campaigns need to spend three+ years tracking and measuring the performance of sales and brand metrics such as: sales, market share, ROI and brand health....

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