Most Contagious / Creative Impact

McDonald's / Behind the scenes of McDonald's creative led revival

McDonald's has built a business revival around creative excellence. Under Global CMO Morgan Flatley, the company's marketing team has reconnected creative flair with commercial impact, and seen more than two years of consistent growth. In this session, hear how the team did it, and what other marketers can learn - from recognising the scale of the problem, to building the right culture internally, to proving to the CFO that the work worked

Putting Creativity back into Effectiveness /

Co-convened by WARC and the UK’s Institute of Practitioners in Advertising - and chaired by the Martin Agency’s CSO, Elizabeth Paul - this session presents new findings from leading effectiveness researchers into the power of creative ideas to supercharge commercial impact.

Adam Morgan (the father of ‘challenger branding’) and System1’s Orlando Wood will share game-changing findings for brand-owners and agencies, drawn in part from the IPA’s peer-reviewed research base.

Find out why being dull has a financial cost, and why putting on a show is as important in a platform era as it ever was.

Where your ideas get stuck and what to do about it /

At Cannes Lions 2023, we heard that strategy had become ‘constipated’ - too focused on incremental changes rather than breakthrough ideas.

In this rapidfire session, Sweathead’s Mark Pollard will share recent research into where the ‘ideas’ process is breaking down and why they get stuck between brands and their agencies.

He’ll be joined by two strategists-turned-clients, Lexie Perez and Grace Gordon, who will share practical ways to improve how brands digest and then put into the world ideas they’re uncomfortable with.

What would you ask the 'godfather of effectiveness?’ Now's your chance! /

adam&eveDDB's Les Binet is world renowned as one of the most influential advertising researchers and effectiveness experts. His work on “The Long and the Short of It” with Peter Field is widely cited more than a decade after it was published. Now he's becoming an AI chatbot. Developed by DDB Worldwide, LesGPT is built on Les Binet's writings over the years, including his groundbreaking research with Peter Field and internal, unpublished work. In a world first, delegates to Creative Impact New York will get early access to LesGPT before it’s released to the public. Hear from Tomas Gonsorcik, Global CSO at DDB Worldwide, about how the company is approaching AI and the creation of this experimental tool. You'll even get a chance to test it out for yourself. So, what would you ask?

Put a number on the value of creativity /

Discover how to prove the value of creativity to your CFO and C-suite. This session will help you speak the language of the CFO, and secure investment in creative initiatives that will deliver business growth. Brand leaders at Haleon and General Mills will give you the tools you need to crack the Creative Impact code. They will explore how you develop the culture of creative effectiveness in your organisation, analyse the most reliable tools for measuring effectiveness and interrogate the brand marketer vs. creative mindset. You’ll leave the session with a clear plan of how to demonstrate the impact of creative ideas on business performance.