WARC from Home is our series of content for those looking to skill up in the lockdown – including a weekly re-run of a classic webinar from the WARC database.

This week we feature a talk from our Cannes Lions programming in 2019 – the global debut of Peter Field’s research on The Crisis in Creative Effectiveness.

Peter’s research revealed the dramatic decline in the effectiveness of creativity. He argued that this is being driven by a shift to short-termism and the rise of ‘disposable’ creativity that is not backed by long-term investment.

Peter spoke as part of a session hosted by the IPA. Also on the bill was research from the Financial Times which is worth looking at. There are some stunning findings in there about marketers’ confidence in their ability to build brands.

The session, particularly Peter’s section, made headlines around the world. Here’s an excerpt:

If you’re a WARC subscriber, you can access the webinar here, and browse our full webinar archive.

For non-subscribers we’re making this webinar free-to-air as part of WARC from Home.

Enjoy the talk!