The Five Fs of creative effectiveness, according to Kantar

Brands planning to lead with creative marketing should note two trends, says Kantar’s regional head of creative Irene Joshy.

Taking the creative lead, it appears, is one good way for brands to be pandemic-proof.

“Forefronting with authenticity and purpose has paid off for the top 100 BrandZ listers and earned them gains of up to US$ 277bn despite the pandemic and recession," said Irene Joshy, Kantar APAC’s regional head of creative at the recent Spikes Asia X Campaign event, where she spoke about predicting and delivering creative effectiveness.