The Creative Effectiveness Ladder outlines the six levels of advertising impact

The Creative Effectiveness Ladder provides marketers with a rigorous framework to measure the impact of their creative work.

In boosting the effectiveness of their creative messaging, advertisers now can follow a six-step framework that draws on insights gathered from over 4,500 case studies.

The new Creative Effectiveness Ladder – developed by James Hurman, founding partner at New Zealand-based innovation consultancy Previously Unavailable, and marketing consultant Peter Field – was created on behalf of Cannes Lions and WARC, both owned . (Watch a video from Lions Live where and another video featuring a  from Hurman.)