Creative effectiveness in PR is no longer optional

This year’s Cannes Lions awards underscored a fundamental industry-wide challenge: the need for ideas that flourish in the rapidly changing real world, not just under the spotlight.

At Cannes Lions 2025, the notion of creative effectiveness in an age of increasingly distracted audiences was not only addressed, but elevated, through the lens of earned thinking. PR has moved beyond the concept of mere visibility, recognising that true success lies in being chosen, remembered, and discussed.

Earned thinking has emerged as a powerful tool for capturing and holding attention. PR in particular was highlighted as the leading driver for sustained attention and authentic influence, as well as a key influence in building brand footprints for AI search.

Despite many remarkable earned campaigns in the shortlists, there was debate about why the PR industry hasn’t achieved the level of recognition some had hoped for.

The importance of proving effectiveness

The central challenge facing PR historically lies in demonstrating its effectiveness, in comparison with media analysis that trades off established metrics. As Sir John Hegarty aptly noted, "creativity is a business tool. It must do three things: get noticed, move people to act, and create empathy”.

While PR undoubtedly has the ability to achieve these three goals, its struggle lies in directly proving these impacts on businesses.

Mark Ritson’s research revealed that past Cannes winners often failed to demonstrate true effectiveness, based on established metrics that give a perspective of success but don’t always reflect the jungle that brands operate in, declaring that "ineffective work shouldn’t win." This stance has sparked a shift in the industry, promising a future where effectiveness will be a critical criterion for awards. The acquisition of Effie, a global benchmark for marketing effectiveness, by Cannes Lion last year signifies this growing emphasis.

Impact beyond awards

The demand for proven effectiveness extends beyond the Cannes stage. Brands now insist on campaigns that drive tangible business outcomes, whether that’s increasing sales, shifting perceptions, expanding market share, or elevating the brand footprint in ecosystems governed by AI. Compared to marketing budgets, PR budgets are often smaller and vulnerable to cuts unless the industry can prove its true value. The days of "creativity for creativity's sake" are numbered; without clear demonstrations of impact, PR risks losing not only awards but also its broader relevance in the years ahead.

Adopting a modern strategy

To address these challenges, PR must evolve beyond traditional methodologies and embrace a modern strategy rooted in earned thinking and deep engagement.

The crucial factor is to look beyond traditional metrics and consider attention as a catalyst to drive impact and demonstrate effectiveness. Research, including a notable study with Tangerine, Specsavers and Lumen, has confirmed the power of attention in growing and defending market share.

Such approaches generate 369% more attention than traditional approaches and drives significant shifts in perception, trust, and purchase intent, with non-customer trust increasing by 33% and purchase intent by 37%.

At Tangerine we’ve developed a proprietary storytelling framework enhanced by AI to not only capture attention but sustain it for over 10 seconds, and grow brand footprints in the age of AI search, a benchmark proven to drive long-term brand consideration and growth.

The PR industry stands at a critical juncture. Moving forward, its success will depend on evolving strategies, proving tangible effectiveness, and driving sustained attention. As the industry continues to adapt, earned thinking and creative effectiveness will no longer be optional but essential for achieving lasting impact and recognition.