Fortune favours the bold
Marketing is the business of changing minds and changing behaviour and changing outcomes. It is the art and science of making a difference. Creating effective marketing is not easy. It requires insight and inspiration. Passion and creativity. Rigor and analysis. All guided by a relentless everyday focus on effectiveness.
Marketing is the business of changing minds and changing behaviour and changing outcomes. It is the art and science of making a difference. Creating effective marketing is not easy. It requires insight and inspiration. Passion and creativity. Rigor and analysis. All guided by a relentless everyday focus on effectiveness.
At Effie we celebrate ideas that work, champion progressive thinking, and deliver applicable learnings back into the industry. In every analysis we have done of our highest performing award winners, we find a strong correlation between creativity and driving results. There is always a risk of polarization or downright failure, but our data shows that, creatively speaking, fortune favours the bold. Creating the right conditions for creativity to flourish, developing the right disruptive thinking for your category and quantifying its impact is a challenge for every brand on the planet. It is particularly challenging in the context of the world today. Fast-paced and changeable, we are increasingly reliant on measurement to inform our decisions and give us a sense of certainty. It takes huge confidence for a brand and a boardroom to invest in nonconformist creative ideas.
MISFITS helps us to unpack the business of creativity in marketing right now. Not only does it make a compelling case for ideas, but it also gives practical insights on how to create them. It’s been a pleasure to work with Adam and the Ipsos team and bring the theory to life with some of the best Effie cases from around the world.
