The most consistent brands create nearly five times the brand effects
StatBrand & Creativity
Ranked on the full Compound Creativity Score, the most consistent quartile of brands generates 2.9 very large brand effects per campaign against 0.6 for the least consistent - 4.8 times more - and 3.0 very large business effects against 1.3.
Source
System1 x IPA, The Power of Compound Creativity (2025)
Andrew Tindall (System1)
System1 x IPA, The Power of Compound Creativity, s. 21 and 23 (80 brands, 54 categories, 2017-2024, IPA Databank 2024)
Go to the originalMore from this source
StatConsistent brands' ads get better every year - inconsistent brands' ads get worseStatAd distinctiveness compounds only for consistent brandsStatConsistency more than doubles what a point of ESOV buysStatHigh-consistency brands report very large profit growth six times more oftenStatThe most consistent brands earn four times the advertising ROIWarningNo inconsistent brand grew distinctiveness - noneStatBrands that keep their agency create measurably better advertising every yearPrincipleAgency tenure predicts effectiveness - CMO tenure does notStatConsistent creative foundations multiply every brand effect, up to seven-foldStatAds wear in, not out: longer-lived campaigns build recognition fasterCaseAdding radio and OOH lifted Meta CTR by 86% at stable spendStatThe most consistent brands are eight times more likely to build differentiation