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The insights to the Creative Effectiveness Ladder have been crucial to Agency UK in terms of structuring briefs. For us, as soon as our business gets a new client brief, the ladder helps us understand what effective outcomes we can achieve for our clients. Having a standardised structure to all briefs has allowed us to become more productive when it comes to planning and keeps effectiveness at the forefront of our decision making.

Gemma Phillis
Strategy Director, Agency UK

The Creative Effectiveness Ladder

A Masterclass in creative effectiveness

The Creative Effectiveness Ladder is a unique tool that offers a new shared language for the marketing industry.

It’s a way to identify the very best work and understand how to utilise strategy and creativity to drive specific marketing outcomes.

Click here to download The Creative Effectiveness Ladder

James Hurman Answers FAQs about the Creative Effectiveness Ladder

In this series, James Hurman unlocks each of the Ladder’s levels and shows us how to combine creativity with strategies for effectiveness.

Level 1 of the Creative Effectiveness Ladder

Learn how 'Influential Ideas' use creativity to maximise engagement and sharing, and over-achieve on campaign metrics and media efficiency.


Level 2 of the Creative Effectiveness Ladder

Getting consumers to behave the right way is a crucial precursor to driving sales up, and there’s a relatively reliable step-by-step process that marketers and agencies can use to set themselves up for behaviour change success.

Watch the latest instalment to find out how…

Level 3 of the Creative Effectiveness Ladder

Across the last decade, we’ve seen substantial growth in campaigns seeking to achieve short-term and temporary sales effects.

So, how can we use creativity to deliver promotions that engage consumers and deliver sustainable results?

Watch the latest instalment to find out how…

Level 4 of the Creative Effectiveness Ladder

Brand Builder campaigns use creativity to improve the fundamental measures of brand health.

In this episode with marketing expert James Hurman we hear how, if you want to build a brand, you should consider... not talking about the brand.

Level 5 of the Creative Effectiveness Ladder

Marketing trends come and go – but the power of storytelling doesn’t.

In this episode, James explains the creative strategies and winning behaviours behind ‘Commercial Triumph’ campaigns, and what just might be creative effectiveness’ best kept secret…

Level 6 of 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.

It's a Tide Ad by Saatchi & Saatchi

See how Saatchi & Saatchi made Tide the most loved brand of the 2018 Super Bowl (Influential Idea) and extended the campaign's effectiveness by letting consumers take part in the story (Commercial Triumph).

Old Spice by Wieden+Kennedy

Take a look behind the idea of Wieden+Kennedy's Super Bowl ad for Old Spice that encouraged women to choose the manly scent of Old Spice body wash for their man.

Tesco: Unforgettable bag by Grey Malaysia

Looks at Grey Malaysia's project for Tesco which saw its commitment to phasing out single-use plastic come to life with the Unforgettable bag campaign.