Effectiveness needs logic, magic and risk

When I was asked to chair the ELG, I said ‘Yes’ without hesitation. Not because I’m an econometrician or a data scientist (I’m really not), but because I’ve seen firsthand how effectiveness can transform not just our clients’ businesses, but our own.

At Lucky Generals, we often say we’re in the manufacturing business, not the service business. Our product is creative work that works. And nothing proves that better than a slide we’ve shared countless times internally and externally: the Yorkshire Tea case study. It’s the perfect example of how brave, brilliant creativity, when paired with strategic rigour, can deliver results that defy expectations.

That’s why I believe effectiveness isn’t just about logic. It’s about magic, too. But also risk. And if we ensure everyone in the industry not only understands this but also has access to the tools, people, and thinking to help make it a reality, then we will all be better for it.

Risk is a feature of our work – not a bug

Effectiveness is often seen as a rational discipline – all charts, models, and benchmarks. But the most effective campaigns I’ve worked on have always had a spark of something unexpected. A creative leap. A media twist. A cultural provocation. Something that made people feel, not just think.

Take the work I was involved in at BBH for Tesco, or more recently at Lucky Generals for The Guardian and GambleAware. In each case, the strategy was solid, but it was the creative risk that made the work memorable and, ultimately, effective. That drove the pay off.  Because if you want to outperform the market, you can’t just follow it. You have to surprise it.

As Les Binet has reminded us, effectiveness principles like consistency and reach are vital, but they’re not the whole story. The best work often breaks the rules to deliver beyond expectations.

That’s why I’m excited to help drive the new IPA President Karen Martin’s agenda of linking creativity and effectiveness. Because when we talk about effectiveness, we should be talking about work that’s brave, brilliant, and new, not just work that ticks boxes.

Effectiveness is a team sport

I’ve been lucky to work with some of the best strategic brains in the business, Andy Nairn, Loz Horner and Damien Le Castrec at Lucky Generals, Jim Carroll and Simon Gregory at BBH. Those partnerships have taught me that effectiveness isn’t a solo sport. It’s a team effort. When strategists and creatives collaborate closely, we create work that’s not only smart but also soulful. Work that moves people, and the needle.

That’s why the ELG is constantly striving to evidence things, looking at them from an industry level to prove that advertising works. We all have great data sets, but they are much stronger when they are combined, and we all work collectively.

My three guiding principles

As I step into this new role as ELG chair, I’m bringing with me three key considerations:

• Effectiveness is for everyone. It’s not just for planners or analysts. It’s for creatives, account managers, clients, anyone who wants to make work that works.
• Data is a springboard, not a straitjacket. Use it to inform your decisions, but don’t let it limit your imagination.
• Culture matters. An effectiveness culture isn’t just good for business — it’s good for people. It fosters curiosity, collaboration, and a shared sense of purpose.

My ultimate goal is to make effectiveness feel accessible, inspiring, and — dare I say it — fun. Because when we combine logic with magic and risk and make it available for everyone, we don’t just create better ads. We create better outcomes for the whole industry.

Let’s make effectiveness the most exciting part of our industry.

Cressida Holmes-Smith, CEO, Lucky Generals and Chair, IPA Effectiveness Leadership Group (ELG)

The opinions expressed here are those of the authors and were submitted in accordance with the IPA terms and conditions regarding the uploading and contribution of content to the IPA newsletters, IPA website, or other IPA media, and should not be interpreted as representing the opinion of the IPA.