‘Why Effectiveness Will Save Creativity’ with Kieran Bradshaw, Strategy Director, Mother London
‘Why Effectiveness Will Save Creativity’ with Kieran Bradshaw, Strategy Director, Mother London

Building on Katie Mackay’s talk in Cannes 2017, the essence of which was that doing the seemingly right things will get you to the ‘right’ answer—which is often wrong. Kieran will explore with you what steps are necessary to build an effectiveness approach into the rhythm of day-to-day work across agency and client teams.  

“The advertising industry is increasingly suffering from a bout of logical insanity; sliding down a slippery slope of seemingly logical answers to logical questions, but where the compound result is insane—and ineffective. 

 In parallel, we’re seeing the emergence of an ‘evidence renaissance’; rediscovering empirical reminders to affirm long-held beliefs; that TV is actually still rather important and individually targeted advertising might not work that well—and is kind of creepy.

 So how can both clients and their agencies employ just the right level of logic and reason to give rise to what, deep down, we all know is the most effective commercial catalyst; creativity?

 And beyond lofty best practice and idealistic white papers, what can we do as part of our everyday working lives and throughout the gritty process of creating advertising?” Kieran Bradshaw



Kieran explains the session.

“Starting with a reiteration of the why—although if we’re here we should already agree on why, but just in case… We’ll then consider what the fundamental components of an effectiveness approach are.

Most critically, we’ll then break out to determine for our work-a-day realities, at which stages in the process do we face the biggest challenges—and what can we do to overcome them?

We’ll discuss the different stages of the process—depending on the group size we’ll split these into chunks, from goal setting to reporting and evaluation; etc what could we do to overcome these challenges?

We’ll then regroup to share key tools and tactics employed.

Finally, we’ll round off with a cheat list of tips and tricks to build into the everyday marketing workflow.

This is really something relevant to any marketing professional, from clients to agencies to intermediaries, as the effectiveness agenda will impact everything from budget setting, to RFPs to presentations and case studies.”

About Kieran Bradshaw
About Kieran Bradshaw

Kieran is one of the most senior Strategy Directors at Mother, and has worked across a range of pieces of business, notably driving strategy on IKEA over the past five years by helping the brand rediscover its core purpose and creating one of the most loved and awarded campaigns currently running in the UK; in June 2017, IKEA was awarded ‘Most Effective Brand’ at the 2017 UK Effies.

 Kieran has a broad and deep range of cross-discipline strategy experience across a range sectors include retail, tech, fashion and FMCG, delivering everything from apps to broadcast to consultancy. He joined the agency from Mother Holdings’ Saturday Group where he worked with a range of luxury brands including redefining the customer experience at Chloé and driving digital sales growth with Liberty, Balenciaga and Moncler. Kieran really, really likes croissants. 

Closing date for ADFX entries 5.30pm Friday 6th April
Closing date for ADFX entries 5.30pm Friday 6th April
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Add to Calendar 2018-01-24 08:30:00 2018-01-24 10:30:00 Europe/Dublin ADFX Energiser # 2 ‘Why Effectiveness Will Save Creativity’ with Kieran Bradshaw, Strategy Director, Mother London GPO Witness History, GPO, O’Connell Street Lower, Dublin 1 IAPI info@iapi.com

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Add to Calendar 2018-01-24 08:30:00 2018-01-24 10:30:00 Europe/Dublin ADFX Energiser # 2 ‘Why Effectiveness Will Save Creativity’ with Kieran Bradshaw, Strategy Director, Mother London GPO Witness History, GPO, O’Connell Street Lower, Dublin 1 IAPI info@iapi.com

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