Brands that possess more building blocks essential to developing a culture of creative effectiveness outperform those with fewer building blocks, new research from the ANA and WARC has discovered.
The research is based on a previously established framework that identified three levels needed to support the development of a culture of effectiveness across brands – Align, Build and Embed (ABE). Each layer is made up of two blocks, totalling six: vision and alignment; metrics and evidence; creative effectiveness systems and processes; establishing a common language; partner inclusion; and global diffusion.
The new research explores the combined effect of these building...