The Case for Creativity & Cannes Lions - James Hurman

Sep 7, 2021

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Part 1 – The Case for Creativity in Business

Growing up in a world that didn’t recognise the potential of creativity
How Apple ‘Crazy Ones’ Ad inspired James to pursue Advertising
James’ mission to prove the value of Creativity
Why Jon was supposed to have a career as an Actuary
What the research tells us about the role of Creativity on your success
Why we should define effectiveness in hard commercial terms
Establishing a universal definition with the Creative Effectiveness Ladder
Why understanding your commercial contribution will get you promoted
Why the CMO needs to match the certainty and measurability of their Exec colleagues
How to sell a Gorilla playing drums to your business
We overestimate what we can achieve in 1 year and underestimate what we can achieve in 10
The surprising impact on light buyers even on large brands
Very few people are buying right now so you must focus on creating future demand
The seduction of short term performance metrics
How the failure rate of start-ups warn us about the danger of rely on short term metrics only
Why it takes an average of 7 years to have an ‘over-night success’
The importance of using familiarity when launching a new innovation
Why you shouldn’t ditch the old creative if its good

Part 2 – The Controversy over Cannes

How little time CMO’s actually spend on Advertising
Jon shares the story before his Effie and Cannes Lion wins
How Jon created the name for Uncensored CMO on the beach at Cannes
System1 puts Cannes Lion winners to the test
Why James reacted so strongly to my Campaign article
The importance of recognising the power of Creativity in Advertising
How the emotion being created by Cannes winners has changed
The case for picking a side and standing up for your values
Effectiveness awards look back whilst Creative awards look forward
What the Nike winners tell us about Juries decision making
Aldi Kevin the Carrot and the power of consistency
Whether we can judge creative on a first impression only
The importance of authenticity when it comes to purpose
Wisdom of Crowds and how a Nat Rep samples can be a good guide to effectiveness
The power of Excess Creative Share of Voice in addition to standard ESOV
How the opinion of others impacts on our opinion of a brand
The history of Essity’s Bodyform campaign and how agency & client worked together
Peter Field’s Crisis in Creativity and how we have seen a significant shift to short termism
What the role of Creative Awards should be
Why we all need to work towards a longer term view and apply creativity to the health of our business