In One Sentence…
How do you define effective marketing?
Communication activities that reach their commercial, brand or marketing objectives more effectively than the category norm.
How does creativity drive effectiveness?
By connecting with consumers in a more relevant (emotional, humorous, aspirational etc.) and distinctive way.
What characteristic(s) of effective marketing do you believe remain constant, even in the face of change?
Most reach shows that the one thing that drives effectiveness the hardest is the ability to create fame for a brand.
What do you hope marketing looks like in the next five years?
An increased understanding, appreciation and willingness to invest in long-term brand building that excites consumers and creates cultural fame for brands.
What advice do you have for future Effie Awards entrants?
Find an interesting problem, craft an exciting narrative and remember that one killer chart.
Lars was a 2023 Effie Europe judge. See more In One Sentence features.
