30% vs 70%
WarningBrand Strategy
Well-funded campaigns that underperform are usually dull rather than unbranded
Paid Noise campaigns, those with plenty of media behind weak creative, are below average on distinctiveness only 30% of the time but below average on positive emotion and showmanship over 70% of the time. The problem with well-funded underperformers is usually that the work is dull, not that the brand is unrecognisable.
Source
The Creative Dividend - a partnership between Effie and System1 (2026)
Andrew Tindall (System1), with Effie Worldwide; ESOC advised by Les Binet
p. 96, The Creative Dividend (Effie x System1, 2026)
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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