- Creativity is a vital ingredient in driving marketing effectiveness, but, paradoxically, the definition of creativity has tended to be tightly defined.
- This research, based on analysis of Effie Awards Europe winners from 2009-2022, quantifies four new useful definitions of types of creativity that drive effectiveness in different ways.
- The four new definitions of creativity are persuasive creativity, fame-building creativity, experiential creativity and market-building creativity....
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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
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