Campaigns that deliver several business outcomes are dramatically more likely to deliver profit
chance of profit growth
50x more likely1%
no other result
50%
five results
StatBrand Strategy
Business Results compound. A campaign reporting no other business result has a 1% chance of reporting profit growth and 8% for market share. A campaign reporting five has a 50% chance of profit and 67% of market share.
Source
The Creative Dividend - a partnership between Effie and System1 (2026)
Andrew Tindall (System1), with Effie Worldwide; ESOC advised by Les Binet
Figure 9, p. 14, The Creative Dividend (Effie x System1, 2026), 1,265 campaigns
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StatCreative quality and media support together explain most of what a campaign achievesPrincipleCreative Dividend and Excess Share of Creativity - creative advantage, then creative advantage at scaleStatCreative advantage backed by media raises the odds of market share growth in a straight lineStatThe profit payoff from creative advantage compounds rather than accumulatesPrincipleDistinctiveness turns spend into revenue, emotion turns revenue into profitStatDistinctive and emotional work multiplies profit hardest on the smallest budgetsStatCreative quality is the largest profit multiplier a marketer actually controlsWarningMarketers rank targeting above creativity, and the data says it is the other way roundStatRevenue is the easy result, profit is the rare oneWarningStacking short-term objectives onto a campaign drives its chance of profit to zeroStatThe rise of short-term campaign objectives tracks platform revenue almost perfectlyStatConsistency multiplies profit likelihood more than emotion, showmanship or distinctiveness