The Last Thursday Club: defining modern creativity

Improvements in the use of data, targeting and audience capabilities in digital advertising have meant that quality creative can sometimes become an afterthought. However, according to Nielson 47% of a brand's sales lift from advertising is the consequence of creative, more than any other advertising element.

Modern marketing creative poses its own challenges. An increasing number of formats, styles and solutions alongside a demand from consumers for authenticity, entertainment and utility in their advertising has made it more challenging than ever to nail that creative brief.

June’s The Last Thursday Club will bring together IAB UK members to delve into how modern marketers can stay on top of modern creativity and define what the new "good" looks like, plus tap into the opportunities this evolution has created for brands to stand out from the crowd.