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.

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