When creativity is effective and effective work is creative, it can make a huge impact on business, brands and even the world. However, driving effectiveness as well as innovation can seem risky, as innovation at its core is new and unpredictable. So, what should marketers who want to both innovate and drive creative effectiveness do? In this session, Suzanne Powers, Global President & Global Chief Strategy Officer at McCann Worldgroup will share how brands can take the relationship between effectiveness and creativity and use it to lead different areas of thoughts, innovation, and earn their way into the cultural conversation.

Brands that want to change the hearts and minds of consumers must connect with audiences authentically - something that requires more than a standard :30 spot. In order to make these connections in a hyper-competitive environment, brands need to think creatively in addition to understanding their customer. Join Twitch as we delve into how brands can connect with audiences through creative executions, as well as walk through examples of brands that have excelled in this area.