36% → 63% consideration
CaseBrand Strategy
Workday - emotional B2B advertising against a dull category benchmark
Workday scored a 3.3 System1 Star Rating against a B2B category average of 1.8 by treating a business audience as a cultural one. The work generated 4.35bn earned impressions, moved consideration among finance and HR decision-makers from 36% to 63%, and reversed five years of declining pipeline with 50% year-on-year growth in a single quarter.
Source
The Creative Dividend - a partnership between Effie and System1 (2026)
Andrew Tindall (System1), with Effie Worldwide; ESOC advised by Les Binet
p. 116-117, 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