Short-termism, not a failure of creativity, is what eroded the creative advantage
WarningBrand Strategy
Short-termism, not a failure of creativity, is what eroded the creative advantage
Peter Field puts the erosion of creativity's effectiveness advantage down to the rise of short-termism, driven by the proliferation of metric-led marketing. He told Campaign: "these 'hit and run' campaigns simply don't deliver long-term responses."
Source
Creativity Matters 2016 - The Business Case for Creative Bravery, Cannes Lions white paper (2016)
Cannes Lions International Festival of Creativity
p11, Peter Field to Campaign
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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 StengelPrincipleCreativity 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."