Creatively awarded campaigns drive market share growth far more efficiently than non-awarded ones
StatBrand Strategy
The IPA merged ten years of its Effectiveness Awards data with Gunn Report creative scores and found creatively-awarded campaigns were 12 times more efficient than non-awarded ones at driving market share growth.
Source
Creativity Matters 2016 - The Business Case for Creative Bravery, Cannes Lions white paper (2016)
Cannes Lions International Festival of Creativity
p5, citing The Link Between Creativity and Effectiveness (IPA/Gunn Report, 2010)
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