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 by Ascential, and unveiled in a white paper entitled, The Effectiveness Code. (Watch a video from Lions Live where James Hurman and Peter Field present the main findings and another video featuring a breakout...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

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

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands