Marketing Truth #3: Creativity supercharges marketing's impact

Summary

In this third episode of WARC’s Marketing Truths series, Ann Marie Kerwin, Americas Editor, and Jim DeLash, Omnichannel Marketing Director at GSK, discuss how emotional campaigns are strongly linked to effectiveness, with effective campaigns scoring higher on positive emotions such as enjoyment and involvement.
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Creative excellence correlates closely with effective campaigns – in the short run, creatively awarded campaigns grab attention and generate fame at twice the level of non-awarded campaigns.
In the long run, creatively awarded campaigns are more likely to convince people the brand is better quality, thus reducing price sensitivity and creating connections between the brands and consumers.
Studies have shown that dull ads – ads that fail to obtain an emotional response – actually cost marketers more money.

Read a transcript of this episode

Where to listen

Timestamps

00:58 – Defining creativity's impact on marketing
02:25 – Creativity's role in pharma
03:16 – Dull ads cost marketers more money
05:22 – Getting creative submissions through non-marketing review teams
06:49 – Tapping into emotions other than joy and happiness to get an audience to react
09:07 – Functional and rational messaging are less likely to get people to move and take action
10:33 – Getting the idea of emotional ads and creativity through an organization
12:50 – The importance of the brief
15:25 – How creative and media functions can work together
17:14 – What hurdles arise in a pharma environment when building a culture of creative effectiveness
20:10 – How creativity is used in pharma to reach dual audiences
22:18 – What has been most useful in building an effective marketing practice at GSK
25:37 – Advice for marketers in categories with dull topics
27:37 – Pharma is not that different from other marketing

Where to listen

Timestamps

Further reading