Creative Effectiveness Ladder toolkit for marketers launches

Market research firm WARC and Lions Live, an initiative of Cannes Lion, have produced a revealing white paper on creative effectiveness and a toolkit for marketers who want to explore and implement the creative effectiveness ladder. It's not just for creatives in the film industry! The toolkit, white paper and explanatory video dive into strategies that can be adapted to any industry, with some tweaking. It includes in-depth advice on campaigns to change behavior and build brands, among others, built mainly around setting objectives, asking the right questions, and implementing appropriate tools to build sales, market share and return on investment. At the least, reviewing these materials is likely to open a window on new approaches and spark creative thinking.