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SBP 224: Interview - Good Work is a Habit, Not a Score. With Traci Alford
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Most companies treat effectiveness like a scoreboard. Traci Alford, Global CEO of Effies Worldwide, sees the entries from 130 countries, and she says that is exactly where it goes wrong.
Measuring the crop does not grow it.
In this conversation recorded in Cannes, Traci lays out the 4 things behind every winning case:
understand the business problem
find a real insight rather than a statement of fact
execute the creative brilliantly, and
measure what happened so you can learn from it.
Plenty of companies are strong at 1 or 2. Almost nobody is strong at all 4, and fewer still…
The skinny
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