Building a Culture of Creative Effectiveness
The WARC white paper Building a Culture of Creative Effectiveness outlines a newly developed framework for brand organizations wanting to develop a culture of creative effectiveness.
It identifies not only the broad framework for brands to build on, but also dives down deeper to understand the specific steps that brands need to take and offers examples of measures from brands who are farthest along on this journey.
An extensive research and analysis process has led to the development of this framework, leveraging WARC's unique Rankings database and including in-depth interviews with a broad range of leading brands, many of which have successfully delivered campaigns that were judged to be both creatively excellent and highly effective.
This framework is the first phase of a multi-phase initiative from WARC, LIONS and the Association of National Advertisers (ANA) to support the development of a culture of creative effectiveness across brands. Future phases will look to develop beyond the basic framework into tools that can help measure and analyze a brand's performance in its journey toward creative effectiveness.
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Source
"Building a Culture of Creative Effectiveness." WARC, 2023.