The 3rd Age of Effectiveness

Challenging the narrative that creativity is declining and digital is the culprit

Following on from the IPA EffWorks and WARC session on the Terrace Stage in Cannes, this webinar will outline the big shifts in advertising effectiveness in the digital era, suggesting that we’re leaving the trough of disillusionment and moving onto the plateau of productivity.

Digital once promised so much in terms of effectiveness, efficiency, tracking, and accountability. But the reality didn’t live up to the hype. And now we’re entering a new era - one where the best understanding about things have always worked are being blended with new ways of doing things, and the evidence suggests things are beginning to work better as a result. 

Featuring Les Binet (Group Head of Effectiveness, adam&eveDDB), Dr Grace Kite (Founder and Economist, Magic Numbers) and Tom Roach (VP, Brand Strategy, Jellyfish), this session will challenge the narrative that creativity is declining and digital is the culprit. On the contrary, analysis of the ARC database shows effectiveness is improving in some places, (less so in others).

It will also shine a light on brand-building in the platform world, specifically, creativity within the platforms. Tom will discuss how clients, agencies and creators are getting to grips with the new environment, showcasing examples of effective creativity from around the world.

Last updated 01 May 2024