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.)

WARC subscribers can sign in to keep reading

Not a subscriber?

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

WARC consistently delivers valuable insights that help to make me look like an expert in front of my colleagues and clients.

Dasha Boryso
Strategy Partner, Fetch

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