Creative Quality: Validating the role of creative in driving ROI

This report compares WARC’s ROI database to Kantar’s Link copy testing database to interrogate the role creative quality plays in driving Return on Marketing Investment (ROMI).
  • With the long term component of Creative Quality explaining more of the increase in profit ROI, build components into all of your advertising that can work to benefit building future brand demand , regardless of singular objectives.
  • Kantar’s testing has found that strong ads share some common elements: continuously shown products, well-integrated product demonstrations, and early brand appearance in the advertising.
  • Ads with high long term measures tend to be for established brands, but building your own branding devices into your advertising can be a powerful way to begin to establish your own brand.
  • In a difficult economic environment, evidence...

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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
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