The most consistent brands earn four times the advertising ROI
StatBrand & Creativity
In the Effie replication of the consistency study, the most consistent quartile of US and UK brands averaged an advertising ROI of 8.8 per dollar against 2.1 for the least consistent - and 17.6% of their campaigns achieved incremental profit against 6.1%.
Source
System1 x IPA, The Power of Compound Creativity (2025)
Andrew Tindall (System1)
The Creative Dividend (Effie x System1, 2025), via The Power of Compound Creativity, s. 26 (139 US & UK brands over 5 years)
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