Brands that keep their agency create measurably better advertising every year
StatBrand & Creativity
Brands that kept the same creative agency for five years improved ad quality every year (+4.7 fluency, +0.22 star annually) and reported 2.2 very large brand and 2.2 business effects; brands with multiple agency changes barely improved (+0.1, +0.07) and reported 0.8 and 1.6. The compounding lives in the brand-agency relationship.
Source
System1 x IPA, The Power of Compound Creativity (2025)
Andrew Tindall (System1)
System1 x IPA, The Power of Compound Creativity, s. 9
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