Creativity is often referred to as the magic within a campaign. It is this magic that is seen to influence the effectiveness of a campaign by increasing recall and purchase intention. While the advertising literature judges the outcome of creativity in terms of consumer memory or purchase, practitioners appear to use different measures to evaluate creative effectiveness. Using an exploratory approach, the study examines finalist entries from the 2019 Cannes Creative Effectiveness Lions award-winners to provide fresh insights into how the advertising industry evaluates creative effectiveness. The study helps to bridge the academic-practitioner divide and contributes to our knowledge of the advertising effectiveness construct and our understanding of the role of advertising.
Author(s): Sarah Turnbull, University of Portsmouth
