The WARC Podcast
3 in 15: How to instill a culture of creative effectiveness
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.
17:10
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Quick takeaways
- The ABE framework's three components—Align, Build, and Embed—are essential for fostering a culture of creative effectiveness within organizations.
- Company culture significantly influences creative investment decisions, as overcoming cultural barriers can enhance creativity and overall business success.
Deep dives
The Importance of Creative Investment
The study aims to foster creative investment within organizations by addressing doubts held by the C-suite regarding its value. Despite research showing a clear link between advertising creativity and business results, only a fraction of marketers believe they possess the necessary capabilities to drive such investments. This disconnect highlights the significant role of company culture in shaping attitudes towards creativity. By confronting these cultural barriers, organizations can better support creative excellence to enhance overall success.
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