How advertising creativity increased Carling Black Label's profitability

John Carter

Story of the 'I bet he drinks Carling Black Label' TV campaign, 1983-95. In these years, volume sales (which had previously been shrinking) increased 48%, while market as a whole remained flat: this is charted year by year.
Agency: WCRSAuthor: John Carter

How advertising creativity increased Carling Black Label's profitability

INTRODUCTION

Creativity increases profitability

Demonstrating a link between advertising creativity and advertising effectiveness has been a consistent concern throughout the distinguished history of the IPA Advertising Effectiveness Awards. The current IPA President, John Bartle, expressed his concern in a speech at the IPA in November 1995, 'The creativity/effectiveness debate - as old as advertising itself I'm sure - hasn't gone away. There are creative agnostics, even creative atheists, despite, in my view, all that we've learned and continue to learn'.

This paper will demonstrate...

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