The Brief Ep 22: The power of play – achieving creative effectiveness

What if the key to unlocking brand growth was simply… having more fun? In this episode of The Brief, we share a live recording from our recent Effectiveness Well Told event, an incredible gathering of brilliant minds from System1, Effie UK, TikTok, Trainline, and Fox's.  We hear from our very own Jamie Peate, Global Head of Effectiveness, who takes us on a journey into the world of playful marketing. He reveals how brands that embrace fun, humour, and creativity don't just capture attention—they drive serious commercial growth and build lasting connections with their audiences. This session is a masterclass in how playful strategies can lead to powerful, measurable success.  In this episode, you’ll discover: Why "playful" doesn't mean "frivolous" and how it creates genuine emotional bonds with consumers. Insights into how leading brands are using creativity to disrupt categories and drive effectiveness. How McCann’s collaborative, playful partnership with Aldi has delivered standout campaigns and brand growth. The connection between entertaining advertising and long-term brand building. Actionable ideas for injecting a sense of fun into your own marketing strategies to achieve incredible outcomes. For more expert conversations designed to help you build enduring brands, subscribe to The Brief wherever you get your podcasts.