Warc has partnered with ANA (Association of National Advertisers) to release a white paper for marketers globally.
The ANA is the USA's advertising trade association. The white paper is part of an ongoing study through which Warc and ANA want brands to harness the benefits of creativity in advertising.
Based on analysis from a global survey of 300+ brand owners worldwide conducted in January-February 2024, the research finds that while 71% of marketers agreed that their business was ambitious about delivering creative excellence, only 37% of respondents felt their business had the right capabilities to deliver ground-breaking ideas. 

In 2023, Warc and ANA had conducted a study that identified organisation culture as the main blocker to creative excellence. 

According to the white paper, marketers looking to benefit should use its ABE (align, build and embed) framework to work towards achieving creative excellence.

Align: 

Gain buy-in and support from C-suite for developing a creative effectiveness agenda. Align with the CEO and CFO on the key measures for creative effectiveness.

Build: 

CrEff Ops: Build organisational structures and processes, and identify key stakeholders responsible for driving CrEff agenda. Create a consistent approach, framework and terminology to evaluate creative across the organisation.

Embed: 

Genuinely partner with agencies, involving them with the brand’s broader CrEff agenda and use all available internal channels and pathways to push CrEff agenda deep into the organisation.