The Case for Creativity & Cannes Lions - James Hurman

Here's the articles before you listen:

• Read the Campaign article
• Read James' article

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