The WARC Podcast 3 in 15: How to instill a culture of creative effectiveness
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Oct 29, 2024 Aditya Kishore, Insight Director at WARC and author of 'Building Belief', shares insights on fostering creative effectiveness in marketing. He discusses the ABE framework, highlighting the importance of creativity even without CEO support. The conversation dives into how marketers can act as '3-plus marketers' by integrating building blocks into their strategies, showcasing the power of collaboration with agencies. Kishore emphasizes that a robust culture of creativity can drive better business outcomes and align marketing ambitions with reality.
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Culture Blocks Creative Investment
- Creative quality in advertising directly links to positive business outcomes like revenue and sales.
- Despite evidence, company culture often creates doubt about investing in creativity.
The ABE Framework Explained
- The ABE framework has three layers: Align, Build, and Embed.
- These layers help organizations align vision, build systems, and deeply embed creative effectiveness culturally.
Creative Effectiveness Maturity Curve
- The more building blocks an organization applies from the ABE framework, the greater their creative effectiveness maturity.
- Embedding creative culture organization-wide yields the highest benefits but is the toughest step.