The year in creative effectiveness

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Today we’re summarising the biggest talking points from this year in creative effectiveness. WARC's David Tiltman and Amy Rodgers discuss the move from purpose to post-purpose, the return of humour in advertising, and a host of important new research studies.

Listen to the other episodes mentioned here: Emotion in advertising and Do stronger relationships produce stronger results?

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Bigger isn't always better for creator strategy

How Boots is operationalizing creative effectiveness

The psychological 'pause' reshaping the customer journey

Understanding 'Future Demand' with James Hurman

The Effective CMO: Instacart's Laura Jones returns

The multiplier effect of creativity

Revisiting 'How Brands Grow' with Byron Sharp

The Effective CMO: Procter & Gamble's Marc Pritchard

Emerging themes in creative effectiveness

Agentic AI and the new delegation of consumer choice