91% correlation
StatBrand Strategy
The rise of short-term campaign objectives tracks platform revenue almost perfectly
The average number of short-term objectives per campaign rose from 0.3 in 2013 to 1.3 in 2023. Over the same period that count correlates 91% with Meta's global revenue, which grew from $7bn to $155.6bn. Correlation, not proof, but the timing is exact.
Source
The Creative Dividend - a partnership between Effie and System1 (2026)
Andrew Tindall (System1), with Effie Worldwide; ESOC advised by Les Binet
Figure 13, p. 19, The Creative Dividend (Effie x System1, 2026)
Go to the originalMore from this source
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 zeroStatConsistency multiplies profit likelihood more than emotion, showmanship or distinctiveness