The health of creativity 2024

Looks at the correlation between creativity and effectiveness, the characteristics of the best of the best campaigns highly awarded for creativity and effectiveness, and creative conversion by sector, brand and agency network.
  • A fifth 20% of creatively awarded ideas between 2015 and 2022 were subsequently awarded for effectiveness.
  • The telecoms & utility category has the highest conversion rate to effectiveness, but the retail category has the highest volume of highly creative and highly effective ideas.
  • The average creative commitment score of campaigns in the WARC database is 5.9 (of a total of 15); this score rises to 6.8 in ideas that are both highly creative and highly effective....

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