Ladders and Lemons

Institute of Practitioners in Advertising

Join effectiveness gurus James Hurman, Orlando Wood and Peter Field for a panel session on their latest research, moderated by Sue Unerman.

Cannes Lions and WARC recently premiered a major new study of creative effectiveness which proposed a framework for defining effectiveness: The Creative Effectiveness Ladder with ‘Creative Commitment’ as a new effectiveness metric. "Lemon: How the advertising brain turned sour", launched at IPA Effectiveness Week 2019, was revisited in relation to the current crisis and online advertising at LIONS Live 2020. In this session, Orlando Wood sought to address the crisis in creative effectiveness by proposing a rebalancing towards more right-brain advertising.What happens when you take both of these critically acclaimed schools of thought and put them together?Join Cannes Lions, WARC and IPA on 29 July to hear a recap on the key principles and a provocative discussion on how to drive long term brand health from authors James Hurman, Peter Field and Orlando Wood. You will get plenty of opportunity to post your questions, which will be moderated by IPA Effectiveness Awards 2020 Convenor of Judges and Chief Transformation Officer at Mediacom, Sue Unerman. Register to join us at 10.15am BST / 5:15pm SGT or to be sent a recording if you can't make the live session.Please note the details you provide here will be shared with Cannes Lions and WARC. They may email you from time to time with updates and other information about products and services that may be of interest. You can unsubscribe at any time. See their privacy and cookies policies <a href="https://www.warc.com/privacy" target="_blank" data-msys-clicktrack="0" rel="nofollow noopener noreferrer">here</a>. To learn how the IPA use your data, please view our <a href="https://ipa.co.uk/privacy-policy/" target="_blank" data-msys-clicktrack="0" rel="nofollow noopener noreferrer">Privacy Policy</a>.

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Ladders and Lemons

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Ladders and Lemons

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