Dr Chris Jones is Founder and Chief Effectiveness Officer of the Ministry of Marketing Effectiveness (MOME), Visiting Professor at the University of the Commonwealth Caribbean, and Visiting Academic at the University of Sunderland.
He is a marketing effectiveness scholar-practitioner and the originator of Creative Capital Expenditure (CCE)—a framework that reclassifies creativity from discretionary marketing cost to strategic capital investment with a measurable return profile.
- When resources are scarce, creativity amplifies what is possible.
- When resources are abundant, it multiplies the return on what is deployed.
CCE is published in the Journal of the International Council for Small Business (Taylor & Francis, 2026), with a further paper under review at the Journal of Advertising Research. His book, Creativity: The Cure for Resource-Constrained Businesses, explores the Creative Capital Expenditure framework and its practical application for organisations seeking sustainable commercial growth.