The most consistent brands earn four times the return of the least consistent
StatBrand Strategy
Ranked by Compound Creativity Score, brands in the most consistent quartile average 8.8 ROI and report profit growth 17.6% of the time. The least consistent quartile averages 2.1 ROI and reports profit growth 6.1% of the time. That is roughly four times the ROI and three times the profit likelihood.
Source
The Creative Dividend - a partnership between Effie and System1 (2026)
Andrew Tindall (System1), with Effie Worldwide; ESOC advised by Les Binet
Table 7, p. 50, The Creative Dividend (Effie x System1, 2026), 139 US and UK brands over five years
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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