Cannes Lions, powering global best practice in creativity, together with sister company WARC, the global authority on marketing effectiveness, have today released The Effectiveness Code, a white paper presenting the results of a major new study carried out on their behalf by marketing effectiveness experts James Hurman and Peter Field. In 2019, Hurman and Field undertook a global study involving a committee of international leaders from the world of strategy and planning, which revealed consensus that the industry lacked a ‘universal definition’ and ‘shared language’ of effectiveness, limiting the ability…
Read MoreCannes Lions and WARC release The Effectiveness Code, a white paper to address ‘crisis in creativity’
