Creative Effectiveness Ladder – Level 6

Enduring Icon

Enduring Icon campaigns drive brand and sales growth consistently over a period of three years or more. They stick with the same creative strategy or creative work throughout that period, creating sustained commercial outcomes. Typical metrics include sustained growth in sales, market share or ROI.

James Hurman explains the Creative Effectiveness Ladder

In this episode, James gives his insight on how to create work that becomes defining, not only for its brand, but for marketing itself.

An Enduring Icon story:

Cadbury: Giving the people their chocolate back

Confectioner Cadbury grew sales of its core Dairy Milk bar in the UK through a multiplatform campaign that reinvented its brand purpose based on the Quaker principles of its founder.