This SlideShare deck, 9 Thought Leaders Share Unique Perspectives on Creative Effectiveness, features industry luminaries giving their ideas on Creative Effectiveness. Read on to see how David Sable, Global CEO of Y&R, Toto Ellis, Head of Strategy of Droga5 Europe, and others conceptualize the nexus of creativity and effectiveness.

1. 9 Thought Leaders Share
Unique Perspectives on
Creative Effectiveness

2. “In our business, creativity and effectiveness are inextricably
bound. Without creativity, work is boring and not likely to
change behavior. Unharnessed creativity is often worse — a vile
kind of vanity, where liking the sound of our voice matters more
than listening to our clients’ customers. At the other end of the
spectrum, if we are focused merely on being effective, we would
slap “free sex” onto everything we do and watch our click rates
quadruple. It is only when business goals anchor creativity and
when creativity drives engagement, do we meet our goal to both
sell and create brand value.”
David Sable,
Global CEO, Y&R

3. “For me, the essence of creative effectiveness is encapsulated
in three words which form the mantra of OMD. Insights, ideas
and most importantly results. For creative work to be truly
effective it needs to uncover a unique human truth, then use that
insight to connect the consumer to the brand through a compelling
creative idea and then ultimately create some positive
action from the consumer which leads to the achievement
of a business objective.”
Steve Blakeman,
Asia Pacific CEO, OMD

4. “Creative effectiveness means speaking to the heart in a way
that links your brand positively and powerfully to someone’s
emotional core – be it humor, heart-strings, happy memories
etc. The creative connects to the individual, extends beyond the
actual moment of creative delivery, and inspires emotion and
ideally action – be it personal reflection, sharing, or triggering
a behavior or activity. Simply put, great creative inspires.”
Billy Lagor,
SVP & General Manager,
Asia Pacific, Hasbro

5. “One of my favorite things about this industry—the reason I get
up in the morning to do this job—is that true creativity has been
proven time and again to lead to effectiveness. The reason
we’re here as an industry is because there isn’t a business problem
or societal problem that can’t be solved by creativity.
That’s a magical thing.”
Toto Ellis,
Head of Strategy, Droga5 Europe

6. “It’s no great secret that creative remains the biggest controllable
driver of successful marketing. You can have a fantastic, effective
and innovative media approach, but it will fall apart without
excellent and memorable creative. There’s certainly a science
behind what makes creative effective, but there’s
also still plenty of art.”
Jerry Daykin,
Global Digital Director, Carat

7. “With more brands marketing themselves via content than ever
before, creative and effective content execution is crucial. Strong
brands in the content marketing space truly understand the
notion of creative effectiveness. They hone and leverage their
creative vision so that their content not only resonates with
their audiences, but also reverberates in the cultural sphere.”
Alexander Jutkowitz,
Managing Partner, Group SJR

8. “I think of creative effectiveness as the transformative power of
creativity. I’ve spent the best part of my career crafting experiences
that deliver tangible results, so of course I know the work has
to work, but it should also highlight the beautiful elegance
of a brilliantly original solution.”
Rik Haslam,
Executive Creative Director, RAPP

9. “Look at all the unusual cases - the outliers, the absurd. We seldom
find creative solutions looking in the standard places. Then it’s
getting down to not what we are trying to say, but how we want
people to react... What we want them to do. Remove everything
else and go with that.”
Jesse Soleil,
EVP, Global Director PNConnect,
Porter Novelli

10. “Creative effectiveness means harnessing data to predict and
prove creative success. The powerful data streams marketers
have access to make it possible to gauge performance early in
the creative process. And with marketing performance more
trackable than ever, the impact of creative work
is now reliably measurable.”
Keith Richey,
Marketing Director, LinkedIn

11. LinkedIn is where creativity meets effectiveness.
Learn more at lnkd.in/create.