Effectiveness scales with the level of creativity, not just its presence
PrincipleBrand Strategy
Effectiveness scales with the level of creativity, not just its presence
The effect is dose-dependent, not binary: the more major creative awards a campaign wins, the greater its measured effectiveness. And at equal investment, creatively-awarded campaigns also outperform on sales volume gain, market penetration, customer acquisition and loyalty.
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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StatCreatively awarded campaigns drive market share growth far more efficiently than non-awarded onesStatThe creative effectiveness advantage halved in six yearsStatMcDonald'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 is a long game and needs a measurement window longer than six monthsPrincipleCreativity 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."