Coca-Cola’s Wendy Clark on the ‘artificial divide’ between creativity and effectiveness

Screen shot 2015-06-15 at 11.23.39In pursuing effectiveness, brands and agencies often disconnect creativity from the process – and marketing testing and measurement tools are partly to blame. This divide must be bridged, Wendy Clark argues in the third of our series on creative effectiveness.

Jim Collins, the author of Built To Last and Good To Great, has a powerful tenet in his thinking. It’s called “the genius of the ‘and’”. Collins states that the truly visionary companies of the 21st century are able to embrace both ends of a continuum: continuity and change, stability and revolution, predictability and chaos, heritage and renewal etc.

And while he didn’t say it, for those of us in the advertising industry, I’m adding my own “and” here: creativity and effectiveness.When was it that the word “effectiveness” got disconnected from the word “creativity”? Too often, brands and agencies pursue this outcome called effectiveness singularly without enough regard for how they achieve it through creativity.

If you leave creativity behind, you are leaving some measure of effectiveness behind too.

Read the full article: Coca-Cola’s Wendy Clark on the ‘artificial divide’ between creativity and effectiveness

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  • B Ath

    Actually Dave you are wrong about interaction without interruption.

    I run a value exchange business where people view ads in return for mobile data.

    Cognitive engagement, as measured by ad recall, message attribution, purchase consideration, click through rates and shares are all *way* better then the norm. Research was carried out by Decipher research on our platform (www.sambamobile.com) for an EA campaign in Q1 2013.

    But this is also true across our entire ad viewing database – over 10 million interactions.

    The conclusion is that if you offer people a fair value exchange – then they will interact with your ad.

    Of course the greatest pieces of content / ads (1%?) can get by by interrupting – by virtue of their greatness.

    But the rest (99%) need to offer something or be ignored.

    People know they are going to get interrupted by unwanted (the majority) of ads – why not get paid for watching what they are going to be interrupted by anyway?