Creative advantage backed by media raises the odds of market share growth in a straight line
StatBrand Strategy
Across ESOC deciles the chance of reporting market share growth rises linearly from 23% to 49%, at +2.1 percentage points per decile with 99.9% confidence. A greater Excess Share of Creativity can double the chance of share growth.
Source
The Creative Dividend - a partnership between Effie and System1 (2026)
Andrew Tindall (System1), with Effie Worldwide; ESOC advised by Les Binet
Figure 73, p. 68, The Creative Dividend (Effie x System1, 2026), 1,153 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 scaleStatThe 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 roundStatCampaigns that deliver several business outcomes are dramatically more likely to deliver profitStatRevenue 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