Creative commitment scales business effects almost linearly
large business effects
1.8x higher1.0
3-7 score
1.8
12-15 score
StatBrand & Creativity
Creative commitment - the combination of campaign duration, number of media and budget - scales business effects almost linearly: campaigns scoring 12-15 on Hurman & Field's commitment scale average 1.8 very large business effects against 1.0 for those scoring 3-7.
Source
System1 x IPA, The Power of Compound Creativity (2025)
Andrew Tindall (System1)
Hurman & Field, Creative Commitment (2020), IPA Effectiveness Award entries 2012-2018, via The Power of Compound Creativity, s. 28
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