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Image: EACA Effie Awards Europe Grand Prix winner ‘Meet Frank’ for Kellogg’s EMEA from Grey London

New definitions of creativity driving commercially effective campaigns

Research released today from the EACA Knowledge Centre of Effie Awards Europe winners reveals four new definitions of creativity that have inspired commercially effective campaigns rewarded by the Effie Awards Europe.

Titled the “CROSSING THE CHASM: How True Creativity Enables Great Leaps in Effectiveness”, this new whitepaper is based on research conducted by marketing effectiveness experts The Effectiveness Partnership ‎‎‎who have analysed data from the Effie Awards Europe winners from 2009-2022.

This paper argues that current industry definitions of creativity are too narrow and puts forward four new definitions of creativity that drive effectiveness:

1. Persuasive Creativity – rational, informational and persuasion-driven, creating clear value add for brands and strong short-term sales effects

2. Fame-Building Creativity – a broad reach, emotional, memorable and social approach that drives penetration, efficiently

3. Experiential Creativity – a digital-first and tech driven building of brand ecosystems, engaging people at the right time, in the right place, in new ways. With the benefits of driving share of wallet and value sales

4. Market-Building Creativity – a more profound approach creating new behaviours, activating new audiences, and forming new occasions. The most impactful in the long term with the greatest effect on profit

Author, Gurdeep Puri, Founding Partner of the Effectiveness Partnership will outline the key findings as part of the launch of the whitepaper at the Effie Awards Europe 2022 virtual gala from 4pm CET on 30 November 2022.

Following a short presentation of the findings, Gurdeep will join a panel discussion moderated by EACA President, Christian de la Villehuchet, Global Chief Integration Officer and CEO, Havas Belgium along with panelists Magda Kosińska, Marketing Director Central and Eastern Europe, Philips Domestic Appliances and Nicky Bullard, Group Chief Creative Officer, Mullen Lowe Group UK to explore the implications for client and agencies. To join register here.

Says Gurdeep Puri, co-founder of The Effectiveness Partnership and co-author of this report: “We all know that ‘creativity’ is a fundamental ingredient in driving marketing effectiveness – but until now our definition of creativity has been narrow. This new research quantifies four new useful definitions of types of creativity that drive effectiveness in different ways. The Effectiveness Partnership was delighted to be able to conduct this rigorous research into Effie Awards Europe winners from the EACA and offer new food for thought for the industry.”


For further information on the study or for a discussion about how The Effectiveness Partnership can help with other research and analysis get in touch: gurdeep@theeffectivenesspartnership.com