CREFF Bike ARTICLE

Insider Guide to Effectiveness

“The Creative Effectiveness Lions are the best way of demonstrating the commercial value of marketing to the CEO, CFO and procurement.” Gurdeep Puri aka Mr Effectiveness “Well crafted Creative Effectiveness papers become collateral for marketers to break that boardroom ceiling.” Gurdeep Puri …….. As Mr Effectiveness, few work harder than Gurdeep to champion the importance of creative work that works. …

Pic of GIrl - the Rise of Planning

The rise of planning

Planning’s day in the sun has come, as clients and agencies increasingly seek measurably effective campaigns that affect business outcomes, Debbie Klein and Gurdeep Puri write. Has planning come of age? That’s what Engine Europe’s Debbie Klein, the chair of judges for last week’s Account Planning Group Creative Strategy Awards, thinks. “This is planning’s moment. It has spread its wings …

Congratulations to the winners of the 2015 New Zealand Effie Awards

Congratulations to the winners of the 2015 New Zealand Effie Awards in association with TVNZ. 2015 New Zealand Effie Awards Gala Dinner – Results | CAANZ NZTA and Clemenger BBDO have done it again. The sustained success of the Legend campaign, or “ghost chips” as we have fondly come to know it, drove the Executive panel to award this Gold …

The Effectiveness Partnership Ali Bucknall

NZ Effie Awards 2015 in association with TVNZ – International Judge Announced

Ali Bucknall – Strategic Consultant & The Effectiveness Partnership Ali has extensive advertising and communications experience in agencies big and small, local and international including CDP, WCRS, D’Arcy, Leo Burnett and Elvis – the latter two as Executive Planning Director. She’s worked across most business sectors and some of the world’s most famous brands, including P&G (global responsibility for Always), …

British Heart Foundation: creative and effective work

Why commercial creativity has never been more important to marketing

Cannes celebrates the very best ideas from around the world. But the industry also needs to demonstrate that this creative work has a commercial impact, argues Gurdeep Puri, founding partner of The Effectiveness Partnership. “Half the money I spend on advertising is wasted. The trouble is, I don’t know which half.” Attributed to John Wanamaker (1838-1922). That was a century …

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CMO Fare At This Month’s Cannes Lions Festival – Forbes

In less than three weeks, members of the creativity community will be heading to the 62nd Cannes Lions International Festival of Creativity which runs June 21-27. This year’s Festival boasts several new features and content channels of specific interest to senior marketers whose attendance at Cannes continues to grow. Last year, over 3,200 individual client companies were represented by at least one …

Divided we fall | Advertising news | Campaign

In the second of a series exploring creative effectiveness, Gurdeep Puri says that, through collaboration and co-operation, the industry must more closely examine how creativity affects clients’ commercial objectives. Too often, we look at problems in the wrong way and find creative solutions that can be lauded and applauded. But we cannot say how they helped to make a difference …