Creative Effectiveness: How a Unicorn beat a Gorilla

Summary video of session delivered at UK House x SXSW 2024.

For the first time in the US, the partnership that scooped the advertising industry’s most prestigious effectiveness awards discussed how long-termism trumps quick wins in a turbulent climate. Against the backdrop of global financial crises and conflict, many brands’ first instinct is to react and to change strategy to a short term approach. Faced with years of turbulent conditions and falling sales, Cadbury instead reengaged with their intrinsic purpose and embarked on a long term exploration of the power of generosity. David Clements from Mondelēz and Matt Smith from VCCP took us through this journey at SXSW this year.

Watch the video here.