How to embed an effectiveness culture across your agency

Marketing leaders are increasingly focused on bringing together different departments to create stand-out customer value, and there’s an opportunity to learn from the cross-functional principles and practices of digital product teams to build an effectiveness culture in an agency.

Businesses continue to navigate a tough economic climate, budgets are shrinking, and there’s increased pressure to see ROI. As the focus of the c-suite shifts from value creation to cost-saving, being able to demonstrate the commercial impact of creativity has never been more important.

Creativity is key to unlocking innovation, solving problems and driving growth, with high-growth companies more likely than their negative-growth counterparts to allow creativity to flourish, according to a Deloitte surveylast year. Many of the world’s biggest brands have creative effectiveness at their core. Brands like Nike and Apple became global icons because of their...

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