Innovation, creativity and packing a punch: What makes marketing effective

Effectiveness is the key measure by which all marketing should be judged, but what is the secret to creating effective marketing? While it clearly depends on the brand and its objectives, there are threads that run through the best marketing, whether it’s a clear strategy, a creative idea that stands out from the crowd or results marketers can measure.
With Marketing Week’s Masters of Marketing Awards now open for entries, we speak with five of the judges including Channel 4’s