In this fireside chat, Jerusha Harvey (ANA) and Dean Aragon (CEO, Shell Brands International) explore what it truly means for creativity to be effective—work that not only stands out, but also drives outcomes and long-term growth. From unifying definitions of creative effectiveness across industries, to the role of AI in elevating beyond “average outcomes,” the conversation highlights how marketers can embrace efficiency, effectiveness, and elevation. Attendees will gain insights into why curiosity, evidence-based professionalism, and whole-brain thinking are essential for navigating rapid change—whether in B2C or B2B—and how the future of marketing lies in both learning and unlearning.