31% of creative telecom & utilities ideas also awarded for effectiveness

Summarises analysis from the health of creativity report, looking at conversion rate of creative ideas to effectiveness by sector.

Creative telecom & utilities ideas were most commonly converted into effective ideas, as revealed by the health of creativity report.

Each year, WARC tracks the results of the top regional and global award shows for creativity and effectiveness for its WARC Rankings. Analysing the results data from 2015 and 2022, our aim was to assess the health of creativity: how frequently does creative work translate into effective? We compared the two lists to see how many creative ideas were subsequently awarded for effectiveness, and if highly awarded campaigns were more likely to be effective.

Breaking down conversion rates by category,...

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