Creative effectiveness

In response to a report by Peter Field about the strong link between creativity and effectiveness, Millward Brown conducted its own analysis of winning case studies from the IPA Effectiveness, Effies and Cannes Lions awards.

Creative effectiveness

Dominic Twose and Polly Wyn JonesMillward Brown

A study of IPA Effectiveness, Effie and Cannes Lions Awards winners reveals that ads don't need to persuade to be effective but they do usually engage emotionally.

A recent report concluded that there is a very strong link between creativity and effectiveness: 'The Link Between Creativity and Effectiveness' (IPA, 2011, Peter Field). Field's analysis sheds an interesting light on an old debate about creativity and sales effectiveness. We've long felt there was a connection: when we look at the best ads we have ever tested, it is clear they all...

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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.

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