Creative Impact Unpacked: How Do We Bring Creativity Closer to Commerce?

Speaker

Aditya KishoreInsight Director at WARC | Business Strategy and Market Intelligence

About this talk

In this session, the WARC team joins forces with Uber to investigate what role creativity plays in the emerging commerce landscape. Do we need to shift our thinking when the journey from discovery to purchase can be near-instantaneous? And what role does creativity play in new-economy companies with deep commerce understanding and data? Get a rundown of the latest thinking from WARC, then hear an in-depth case study of the role creative brand building plays within Uber. Having run a multinational experiment in creative effectiveness across 19 markets, Lucinda Barlow reveals what moved the needle for Uber and what didn’t, how they measured it and what the role is that creativity now plays in their mix.