77% revenue vs 9% profit
StatBrand Strategy
Revenue is the easy result, profit is the rare one
Revenue growth is common and profit growth is rare. Across award-winning campaigns, 77% report revenue growth, 49% new customer penetration, 36% market share, 14% loyalty, 9% profit and just 5% reduced price sensitivity.
Source
The Creative Dividend - a partnership between Effie and System1 (2026)
Andrew Tindall (System1), with Effie Worldwide; ESOC advised by Les Binet
Figure 4, p. 11-12, The Creative Dividend (Effie x System1, 2026), 1,265 campaigns
Go to the originalMore from this source
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 scaleStatCreative advantage backed by media raises the odds of market share growth in a straight lineStatThe 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 profitWarningStacking 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