Creative consistency: Vice or virtue?

It is often suggested that brands need consistent advertising to succeed over time. This articles explores the evidence of what happens in reality.

Creative consistency: vice or virtue?

It is often suggested that brands need consistent advertising to succeed over time. What happens in practice is less clear. Roderick White, Conquest, explores the evidence

In the UK, the PG Tips chimpanzees have been partying since the 1960s on 'tea you can really taste'. In Germany, leading discounter Aldi has used virtually identical ads for over 20 years. Internationally, De Beers has been saying 'A diamond is forever' in one way or another since World War 2. In the UK again, Captain Birds Eye advertised frozen products (mostly fish fingers) for at...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands