We’ve just launched a powerful new white paper: Building Belief: What it takes to instill a culture of creative effectiveness. This latest research, part of an ongoing collaboration between WARC and the ANA, aims to help brands unlock the potential of creativity in advertising.
A key finding from the research was the existence of a “creative belief” gap: while 71% of marketers believe their businesses are striving for creative excellence, only 37% feel equipped with the right capabilities to deliver breakthrough ideas. This aligns with several studies over the years that show marketers didn’t entirely believe in the business benefits of creative investment, or didn’t believe they could sell it into the C-suite.
These findings led us to develop our 2023 study, Building a culture of creative effectiveness, which identified the key obstacle to leveraging creativity in marketing: organizational culture. That study introduced the six building blocks of the ABE framework – Align, Build, and Embed – a strategic roadmap for brands to achieve creative excellence by engineering cultural change across the organization.
Now, a year later, Building Belief (Phase 2) validates the ABE framework with data from over 300 global brand leaders. This research identified a cohort of marketers who were further along their creative effectiveness journey. We call them ‘3+ marketers’ – marketers who have deployed three or more building blocks from the ABE Framework and are reaping the rewards in terms of an improved culture of creative effectiveness.
If you’re serious about joining the 3+ marketers and harnessing creativity as a “turbo-boost” for effectiveness, the ABE framework offers the blueprint for success.
WEBINAR
Want to kickstart this transformation in your organization? Join us on 10th October for an exclusive webinar with top industry experts, including Annie Smith, Advisory Director at LIONS, Imaad Ahmed, Head of Advisory at WARC, and James Womersley, Advisory Director at Contagious. Don’t miss this opportunity to drive a culture of creative effectiveness into your organization.
