21 October 2020 / Host: Cannes Lions, WARC & James Hurman

Across the last five years, campaign budgets have been significantly reduced. You might think that smaller budgets focus our efforts and lead to more careful and conscious decision-making. In fact, the opposite is happening. Research conducted with LIONS and WARC shows that when spend is constrained, we inadvertently make choices that decrease the effectiveness potential of our work. Small budgets are, it appears, making us stupider. James Hurman delves into the data to explore how and why we’re making less effective decisions with smaller budgets, and what we can do to reverse this situation. James will look at how we can play around with the core aspects of creative commitment - choice of media and duration of campaign - as well as emotional creative strategies to understand how to make better use of smaller budgets.

Speakers

James Hurman

James Hurman

Effectiveness Expert and Author of The Case for Creativity and The Effectiveness Code