Super Touchpoints - the channels that build future demand and convert current demand at once
PrincipleBrand Strategy
Super Touchpoints - the channels that build future demand and convert current demand at once
Some customer touchpoints capture in-market demand and others build future demand, and channels usually trade one against the other. Super Touchpoints beat that trade-off, delivering more lasting Brand Effects than their short-term revenue contribution would predict: on pack, direct, in-store, radio and podcast, events, public relations, TV, OOH and creators.
Source
The Creative Dividend - a partnership between Effie and System1 (2026)
Andrew Tindall (System1), with Effie Worldwide; ESOC advised by Les Binet
Figure 79, p. 72, The Creative Dividend (Effie x System1, 2026), term credited to JICMAIL and the DMA
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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 profitStatRevenue is the easy result, profit is the rare oneWarningStacking short-term objectives onto a campaign drives its chance of profit to zeroStatThe rise of short-term campaign objectives tracks platform revenue almost perfectly