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well hi there my name is james herman and for the last year iamp;#39;ve been working with cairn lyons walk and peter field on a major new study of marketing effectiveness today is a really exciting day because weamp;#39;re sharing the outcomes of that study for the very first time is lions live over the last year weamp;#39;ve analyzed and compared nearly 5 000 effectiveness case studies from the past decade from almost every country in the world these cases were drawn from the creative effectiveness lines the walk effectiveness database and the ipa data bank so this represents one of the largest ever studies of marketing effectiveness and the real question that we were asking was how could we as a marketing and advertising community become more consistently successful at developing highly effective creative marketing and as you can imagine we found a lot far too much to talk about in one session so today weamp;#39;re aiming to give you a very top-line overview of the findings and t
