As part of the launch of Iapi’s Effectiveness Year, the audience heard from a panel of senior industry leaders discussing how creative quality drives real commercial growth. The panel brought together perspectives from across agencies and brands to explore how marketing effectiveness can be achieved in practice.
A key point raised early in the discussion was that creative quality doesn’t start in the agency – it starts with the ambition of the organisation.
Brands that consistently produce strong creative tend to have leaders who value creativity, teams who recognise good work, and the confidence to back bold ideas.
