Why is so much marketing and advertising ignored or quickly forgotten? And what should marketers do to ensure their content breaks through and drives above average growth? This session looks at the science behind why consumers and customers ignore so much content and then goes on to look at the practical steps that set the ground for creative effectiveness - i.e. the type of content that breaks through and drives results. Key takeaways: - How to avoid the pitfalls of bland marketing - The 6 critical success factors in creatively effective content - Best in class examples of breakthrough content.