There is compelling evidence creativity delivers increased effectiveness when it produces communication that is different, engaging and emotional.  Creativity creates brand fame, which drives long-term performance. There is concern the shift of budgets into digital is weakening creative effectiveness as focus on short-term performance undermines the long-term benefits of creativity.

Definition

Effectiveness is proof that a campaign has met its objectives, particularly sales, market share or profits. It is publicly recognised via industry effectiveness awards. Creativity is a subjective term, but is judged and recognised by industry creative awards.

Key Insights

1. Creativity turbo-charges sound strategy

Marketing consultant Peter Field analysed the UK IPA Effectiveness awards, comparing 40 creative award winners with 170 non-winners. Despite the winners' lower Share Of Voice relative to share, they outperformed the non-winners on business effects. Campaigns that won more creative awards delivered more very large business effects e.g. market share, penetration, price sensitivity or profit growth. Also, campaigns that won more creative awards delivered more very large business effects, even with low budgets.