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Matt Lucas, one of the UK’s top comedy writers and performers, talks to Naga Munchetty about how he creates memorable characters.

Our research into creativity has shown that developing characters that audiences can easily recognise can make creative executions more effective. We sought out a creative practitioner with a track record of memorable character creation to find out how he does it.

Matt first came to prominence in ‘Shooting Stars’ with Vic Reeves and Bob Mortimer. Together with David Walliams, he reaped massive success with the smash-hit series ‘Little Britain’. The three BBC series and 2 Christmas specials won nearly every award for which they were nominated including 3 Baftas. ‘Little Britain Live’ was one of the world’s largest comedy tours ever and ran for over 2 years in the UK and Australia. This was followed by ‘Little Britain USA’ for HBO in the U.S. and BBC1 in the UK, and ‘Come Fly With Me’ for BBC1 which was the most viewed TV comedy that year.
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Creativity for the long term

“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