Building a culture of creative effectiveness

Outlines a newly developed framework for brand organizations wanting to develop a culture of creative effectiveness.
  • Creative quality is a key ingredient contributing to the effectiveness of marketing communications, yet this has not always been prioritised in marketing research.
  • The framework developed from this research consists of three basic layers for developing a culture of creative effectiveness: Align, Build, Embed – or ABE for short.
  • Align requires marketers to convince the C-suite of the value of marketing effectiveness and to develop the metrics to prove it.
  • Build is where marketers lay out the blueprint for nurturing and maintaining a culture of creative effectiveness within a common language in the brand.
  • Embed is about solidifying these practices...

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Insights Team
Bray Leino

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