New York, USA – The ANA Global CMO Growth Council (ANA), a partnership between ANA and Cannes LIONS that represents over 1,200 chief marketers worldwide, has partnered with global marketing insights company WARC and LIONS, the home of creativity, to launch a unique long-term research partnership that will create a global framework that guides and supports brands in ‘Cracking the Code of Creative Effectiveness’. 

The initial goal of this project is to address both the culture of effectiveness within organisations, as well as the elements of campaign effectiveness. Other fundamentals of effectiveness, aligned with the ANA Global Growth agenda’s Brand, Creativity & Media pillar, will be incorporated into the creation of the roadmap and foundation for the practice.

Using insights from the ANA, WARC & LIONS, and leveraging work from award-winning marketers over the course of the next twelve months, this partnership will work together to create a framework CMOs and brands can follow to establish a culture of both effectiveness and creative excellence leading to long term success for their businesses. The partnership hopes to leverage peer-to peer-learning, case studies, events, and forums to investigate and benchmark the internal beliefs, organisation structures, and creative frameworks that consistently produce the highest level of creative work and effective culture.

As part of the partnership, the ANA and WARC will also conduct an extensive worldwide qualitative study amongst CMOs to identify the elements of a culture of effectiveness and jumpstart the industry moving towards more effective marketing. The study will build on the existing Creative Effectiveness Ladder, developed by WARC and LIONS, a framework to understand how to utilise creativity to drive specific marketing outcomes.

To kick-start the project, on-stage interviews were conducted at the Cannes Lions International Festival of Creativity at the WARC session ‘What Does it Take to Build a Culture of Creative Effectiveness’ moderated by Harjot Singh, global chief strategy officer at McCann Worldgroup with Joan Colletta, global brand marketing and global creative effectiveness program lead at McDonald’s, and Qaiser Bachani, global head of digital COE and Europe consumer experience lead of Mondelēz International. 

The further insights will be presented at the ANA Masters of Marketing conference from 25 to 28 October 2022.

Nick Primola, EVP and head of Industry Leadership and CMO Practice at the ANA, head of Global CMO Growth Council, said, “Creativity is key to unlocking the energy within brands in order to advance business growth and societal good. This partnership activates all the right stakeholders to truly ‘crack the code’ on creative effectiveness and ultimately drive the industry forward.”

Meanwhile, Simon Cook, CEO of LIONS, shared that LIONS powers global best practice in creativity and they know through analysing years of Lion-winning work that creative effectiveness drives business growth and societal change. 

“Through this partnership with WARC and the ANA, we will support the acceleration of effectiveness in creative work, by reaching the broadest breadth of the global industry, underpinned by the data and insights collated through the Creative Effectiveness Lions award and the accompanying Creative Effectiveness Ladder,” said Cook.

Paul Coxhill, CEO of WARC, noted, “The aim of this partnership is to drive a culture of effectiveness in our industry. WARC’s vast knowledge base, proprietary data and extensive experience in marketing effectiveness, combined with the ANA’s work with their Global CMO Growth Council in partnership with LIONS, will help accelerate the practice of effectiveness.”

The project will continue to be activated after Cannes Lions through a tri-branded podcast series of CMO interviews. Starting in early 2023, the ANA, WARC, and LIONS will also launch the business structure for socialising, benchmarking, and recognising creative effectiveness work, as well as the optimal culture of effectiveness.

London, UK – Global marketing insights company WARC has partnered with top advertising organizations LIONS and the UK’s Advertising Association to launch the WARC Sustainability Hub, a one-stop resource to help marketing practitioners worldwide tackle the challenges and find innovative ways to implement more sustainable actions to address the climate crisis.

WARC said the new hub is in response to the ongoing global mission of reaching net-zero by 2050, and to lead in empowering the marketing industry to be aligned with the said mission. Environmental and social organizations all over the world, such as the United Nations, have been pushing for the coalition to achieve net-zero emissions in order to manage global warming and keep the global temperature rising above the safe threshold of 1.5 degrees

The new WARC Sustainability Hub brings together a curated collection of content including best practice, effectiveness case studies and thought leadership. Additional resources will be curated from Ad Net Zero, a UK industry-wide initiative led by the Advertising Association, the IPA and ISBA, to reduce the advertising industry’s carbon impact.

Paul Coxhill, CEO of WARC, said that as an industry, advertising and marketing players should not only take the lead in helping change consumer behaviour but also need to look at “own conduct.” 

“To kick-start the launch of this Sustainability Hub, we are delighted to release the WARC Guide to Net Zero Marketing, freely available to all, to help cut through the noise, by providing actionable sustainable marketing best practices to start addressing this global emergency,” said Coxhill. 

Stephen Woodford, chief executive of Advertising Association, commented, The challenge of climate change requires collective action, not just in the UK but around the world. This new Sustainability Hub will help advertising practitioners reduce carbon emissions and produce work to support more sustainable ways of living.”

To launch the Sustainability Hub, WARC has also recently released the WARC Guide to Net Zero Marketing. The report provides a roadmap to help the industry drastically reduce the amount of greenhouse gas emissions it produces, and achieve a net-zero target.

The Guide contains a compilation of recent industry research and features contributions from more than a dozen industry experts from across the world. It presents frameworks to help marketers drive behavioural change, features examples of brands showing climate leadership, and practical advice on how to avoid the perils of greenwashing.

Lena Roland, author of the report and managing editor of, said, “The global marketing industry is well-placed to help in addressing the climate emergency, given its position at the intersection of several business disciplines with a major environmental impact. But reducing carbon emissions requires systemic change, including rethinking how adverts are made and taking a lean approach to media planning”. 

The report is available for download on WARC’s website. In addition, a series of podcasts on the topic will also follow, which will be available to listen to on all major platforms, including Spotify, Apple, Castbox and RadioPublic.