Creative Commitment is a composite score based on three inputs: the campaign budget (in terms of media spend); the time it stays in market (months or years); and the number of channels it runs across.
Brand is often seen as an optional element of strategy, but a strong brand not only grows sales but has impact on recruitment, drives greater shareholder returns, insures against PR disasters and ...
Right now, the stakes feel higher than ever. Against a backdrop of historic rollbacks in women’s rights – most notably the overturning of Roe v. Wade in the U.S. – there’s a growing sense that the ...
Why is this work relevant for Creative Effectiveness? At a difficult moment for the brand, when both consumers and B2B partners were at risk of switching to cheaper alternatives, the Heinz Ketchup ...
Why is this work relevant for Creative Strategy? Heineken's 150th anniversary campaign challenged how anniversaries are supposed to be celebrated. Because, you know, nobody really cares about them. So ...
Understand what makes creative campaigns effective using best practices, benchmarks and unique frameworks. Harness the force of creativity in your work by staying on top of best practices, benchmark ...
Pharmaton's Tet holiday campaign aimed to boost brand awareness and association by leveraging Tet's cultural significance and addressing consumer stress and fatigue. The strategic objective was to ...
Shot on iPhone” Lunar New Year campaign film tells a personal story of a young girl’s journey teased by classmates as ...
Apple aimed to foster empathy and connection through its heartfelt holiday campaign, "Fuzzy Feelings," released globally just before Thanksgiving. See more ...
Orange, France's leading telecommunications provider, gained strong attribution in the media after creating a CSR brief to tackle the prejudices against women's football.
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