A new scale to plan and evaluate the effectiveness of communications campaigns, uses the metric of ‘Creative Commitment’.
The Creative Effectiveness Ladder was launched by Cannes Lions and its sister company, WARC.
The Ladder graduates the effectiveness of communications marketing in six steps from the lowest, influential idea, up to the top grade, enduring icon.
Future judging of Creative Effectiveness Lions Awards entries will use the scale, which is also available as a free download to employ as a planning and evaluation tool.
The Ladder concept is based on analysis of nearly 5,000 case studies from 2011 – 2019, and has drawn on research from the IPA Effectiveness Databank to test and frame its insights.
The ladder was unveiled by James Hurman, author of ‘The Case for Creativity’ in a presentation with Peter Field, author of the influential IPA report, The Crisis in Creative Effectiveness, during the virtual Lions Live 2020 festival.
Their research argues that the principle of ‘Creative Commitment’ – correlates tightly with effectiveness.
The ‘Creative Commitment’ metric is measured by a brand’s investment in budget, campaign duration, and the number of media channels used in one of its marketing campaigns.
The authors have analysed the body of cases and argue that the more that brands have increased these variables – spending more, running campaigns longer and over a higher number of media channels – typically, the more likely they are to achieve more creatively effective work.
However, there is some evidence that the benefits of such an approach can plateau or even fall back when a brand’s commitment is increased beyond optimal levels.
They warn that in recent years marketers have tended to run more short-term campaigns, using fewer channels, with the result that creative effectiveness is decreasing in overall terms.
This finding is in line with research published by the IPA, which has shown a shift away from long-running brand building campaigns to more activation-oriented marketing.
The study also identified the most effective individual media channels for brands at different stages of the creative ladder.
“Just what the industry needs, great collaboration between clients and agencies on the topics that drive business growth.”
Bridget Angear, Joint Chief Strategy Officer at AMV BBDO
“It’s great to see the IPA in the UK bring the whole industry and particularly the trade bodies together to focus on effectiveness. This new Marketing Effectiveness initiative will enable people across the industry to work together to build on best practice.”
David Wheldon, Chief Marketing Officer, RBS
“Effectiveness is a team sport, so it was great to see the industry in the widest sense, come together. In an increasingly diverse and fragmented world, only by using all parts of the brain will we solve effectiveness challenges and design our campaigns to deliver short and long term value. That’s why what happens next is important – if the IPA can help facilitate progress on this with a long-term initiative around Marketing Effectiveness, we’ll definitely crack it.”
Bart Michels, Global CEO Kantar Added Value and Country Leader Kantar UK
“The time spent at #EffWeek was extraordinarily effective. It was great to hear the diverse views from all areas of the industry. All tied together with the common themes of accountability and effectiveness.”
Andrew Canter, Global CEO, BCMA
“It has been a privilege to be part of the inaugural Effectiveness Week. The agenda is one which we at O2 UK feel passionately about. To see and hear perspectives across the industry demonstrates how the breadth of marketing effectiveness is increasingly being valued within businesses. Data, insight, social, customer experience, test and learn, ROI, these are all fundamentals and were covered expansively at the event”.
Sandra Fazackerley, Marketing & Consumer, Telefónica UK Limited
“The full week of effectiveness events brought into clear focus the need for marketers to use data and insight to achieve the key business objectives of growth and profits. Marketers today are in a better position to quantify their knowledge of customers and measure the ability of investments in marketing to increase brand and shareholder value.”
Chris Combemale, Group CEO, DMA