The profit payoff from creative advantage compounds rather than accumulates
StatBrand Strategy
The relationship between ESOC and profit is not linear, it is exponential. Across ESOC deciles the chance of reporting profit growth rises from 2.4% to 17.4%, which the authors summarise as increasing the likelihood of profit growth by around seven times.
Source
The Creative Dividend - a partnership between Effie and System1 (2026)
Andrew Tindall (System1), with Effie Worldwide; ESOC advised by Les Binet
Figure 74, p. 68, The Creative Dividend (Effie x System1, 2026), 1,153 campaigns
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