The creative effectiveness advantage halved in six years
StatBrand Strategy
Six years after the original 12x finding, Peter Field re-ran the analysis on more recent campaigns for the IPA and put the multiplier at six. He attributes the decline to short-termism: metric-led marketing reshaping planning priorities and squeezing budgets.
Source
Creativity Matters 2016 - The Business Case for Creative Bravery, Cannes Lions white paper (2016)
Cannes Lions International Festival of Creativity
p11, citing Selling Creativity Short: Creativity and effectiveness under threat (IPA, 2016)
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