Here's the articles before you listen:Read the Campaign articleRead James' articlePart 1 – The Case for Creativity in BusinessGrowing up in a world that didn’t recognise the potential of creativityHow Apple ‘Crazy Ones’ Ad inspired James to pursue AdvertisingJames’ mission to prove the value of CreativityWhy Jon was supposed to have a career as an ActuaryWhat the research tells us about the role of Creativity on your successWhy we should define effectiveness in hard commercial termsEstablishing a universal definition with the Creative Effectiveness LadderWhy understanding your commercial contribution will get you promotedWhy the CMO needs to match the certainty and measurability of their Exec colleaguesHow to sell a Gorilla playing drums to your businessWe overestimate what we can achieve in 1 year and underestimate what we can achieve in 10The surprising impact on light buyers even on large brandsVery few people are buying right now so you must focus on creating future demandThe seduction of short term performance metricsHow the failure rate of start-ups warn us about the danger of rely on short term metrics onlyWhy it takes an average of 7 years to have an ‘over-night success’The importance of using familiarity when launching a new innovationWhy you shouldn’t ditch the old creative if its good Part 2 – The Controversy over CannesHow little time CMO’s actually spend on AdvertisingJon shares the story before his Effie and Cannes Lion winsHow Jon created the name for Uncensored CMO on the beach at CannesSystem1 puts Cannes Lion winners to the testWhy James reacted so strongly to my Campaign articleThe importance of recognising the power of Creativity in AdvertisingHow the emotion being created by Cannes winners has changedThe case for picking a side and standing up for your valuesEffectiveness awards look back whilst Creative awards look forwardWhat the Nike winners tell us about Juries decision makingAldi Kevin the Carrot and the power of consistencyWhether we can judge creative on a first impression onlyThe importance of authenticity when it comes to purposeWisdom of Crowds and how a Nat Rep samples can be a good guide to effectivenessThe power of Excess Creative Share of Voice in addition to standard ESOVHow the opinion of others impacts on our opinion of a brandThe history of Essity’s Bodyform campaign and how agency & client worked togetherPeter Field’s Crisis in Creativity and how we have seen a significant shift to short termismWhat the role of Creative Awards should beWhy we all need to work towards a longer term view and apply creativity to the health of our business

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