6+ months
PrincipleBrand Strategy
Creativity is a long game and needs a measurement window longer than six months
Creativity does not drive short-term response. Its impact only arises when campaigns are evaluated over more than six months, and 'topbox' effects - profound business changes - start to emerge over longer horizons still. Measure it in a quarter and you will conclude it does not work.
Source
Creativity Matters 2016 - The Business Case for Creative Bravery, Cannes Lions white paper (2016)
Cannes Lions International Festival of Creativity
p11, citing The Link Between Creativity and Effectiveness (ADMA, 2013), p4-5
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StatCreatively awarded campaigns drive market share growth far more efficiently than non-awarded onesStatThe creative effectiveness advantage halved in six yearsPrincipleEffectiveness scales with the level of creativity, not just its presenceStatMcDonald's measured a materially higher return on its creatively awarded workCaseP&G under Jim StengelWarningShort-termism, not a failure of creativity, is what eroded the creative advantagePrincipleCreativity works on profit mainly by reducing price sensitivityStatThe biggest obstacle to creative work is colleagues, not time or ideasStatAlmost no marketing organisation judges its own success on the bravery of its ideasStatOnly a tiny fraction of all campaigns are creative enough to win any creative awardQuoteWendy Clark, then Coca-Cola North America's President of Sparkling Brands and Strategic Marketing and Creative Effectiveness Lions Jury President: "When was it that the word 'effectiveness' got disconnected from the word 'creativity'? Too often, brands and agencies pursue this outcome called effectiveness singularly without enough regard for how they achieve it through creativity. If you leave creativity behind, you are leaving some measure of effectiveness behind too."QuoteOn why Cannes Lions resisted defining creativity, Bill Bernbach: "It's like love. The more you analyse it, the faster it disappears."