New Research Charting Four New Definitions of Creativity Driving Commercially Effective Campaigns

New Research Charting Four 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, please contact Kasia Gluszak, Project Manager at

Notes to Editors

About the Effie Awards Europe

Introduced in 1996, the Effie Awards Europe were the first pan-European marketing communications awards to be judged based on effectiveness. Effie leads, inspires and champions the practice and practitioners of marketing effectiveness through education, awards, ever-evolving initiatives and first-class insights into marketing strategies that produce results. Effie recognises the most effective brands, marketers and agencies in Europe and is considered as global symbol of achievement, while serving as a resource to steer the future of marketing success. EFFIE® and EFFIE EUROPE® are registered trademarks of Effie Worldwide, Inc. and are under license to EACA.  All rights reserved.  Find us on Twitter, LinkedIn and Facebook.

 About EACA

The European Association of Communications Agencies (EACA) represents more than 2 500 communications agencies and agency associations from nearly 30 European countries that directly employ more than 120 000 people. EACA members include advertising, media, digital, branding and PR agencies. EACA promotes honest, effective advertising, high professional standards and awareness of the contribution of advertising in a free-market economy and encourages close co-operation between agencies, advertisers and media in European advertising bodies. EACA works closely with EU institutions to ensure freedom to advertise responsibly and creatively. For more information, visit Connect with us on Twitter, Facebook & LinkedIn.

About The Effectiveness Partnership (TEP)

The Effectiveness Partnership (TEP) is a transformation agency designed to help brands and agencies embed a culture of effectiveness. Founded in 2008 TEP has been making clients more successful through designing effective strategies, mentoring more effective ways of working, and overseeing executions fuelled by insightful evaluation. Bridging the gap between creative and logic TEP’s consultants offer a wealth of experience across change management, organisational structure, brand strategy, advertising, content marketing, storytelling, performance coaching through to econometrics, analytics and insight.