A brand character outperforms a celebrity on almost every commercial outcome
StatBrand Strategy
Campaigns built around a Fluent Device report profit growth 14% of the time, against 7% for campaigns using neither a device nor a celebrity and 6% for celebrity campaigns. On market share the split is 49%, 34% and 28%. Celebrities rarely beat having no asset at all.
Source
The Creative Dividend - a partnership between Effie and System1 (2026)
Andrew Tindall (System1), with Effie Worldwide; ESOC advised by Les Binet
Figure 38, p. 37, The Creative Dividend (Effie x System1, 2026), n=838 neither, 205 fluent device, 132 celebrity
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