Marketing effectiveness body WARC has released a wide-ranging piece of research in collaboration with Cannes Lions and the American Association of National Advertisers (ANA) that provides a new framework for brands to drive a culture of creative impact.
Outlined in its new ‘‘Building a culture of creative effectiveness’ white paper, the research lays out a three-step framework to enable brands to develop their creative impact to unlock growth.
‘Align’, ‘Build’ and ‘Embed’ form the framework’s key building blocks involve aligning stakeholder management across the C-suite, setting up a strong framework within the marketing team and embedding sharing systems across planning, execution and measurement of marketing campaigns respectively.
The study goes on to show how many major brands have already used this framework to great effect across numerous campaigns, with the unified framework it provides allowing a synergy to permeate the entire process, from pitching to the CFO to briefing an agency.
“This white paper looks at an area too often overlooked when it comes to effectiveness: culture. Specifically, the culture within client organisations that unlocks true marketing-driven commercial impact,” WARC senior vice-president of content David Tiltman said.
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“The more we research effectiveness, the clearer it becomes that it is a ‘team sport’, built on the efforts of multiple teams working together. It thrives when there is an aligned approach within the client organization, then a true partnership between a client and its agencies and other vendors. In short, culture is key.”
The new framework will be unveiled later today in a presentation on the Terrace Stage of the Cannes Lions Festival, led by WARC’s Aditya Kishore who will be joined by McDonald’s US chief marketing and customer experience officer Tariq Hassan and Wieden+Kennedy McDonald’s global executive creative director, Marques Gartrell.
Cannes Lions senior vice-president and editor-in-chief, Jenni Middleton, added: “At Lions we know that great creativity drives business growth. For 70 years, we’ve been recognising the smartest creativity and its power to deliver results.
“From this experience, we know that a culture of creative effectiveness is one of the most fundamental aspects of delivering Lion-winning work.”
