Brands with strong creativity achieve higher income growth

A look into results from a study by WPP and BAV that investigates the impact of creativity on business outcomes.

Brands with high Creative Capital deliver better business outcomes in terms of financial performance, according to a study from WPP and BAV.

In a time of great uncertainty and shrinking marketing budgets, there’s increasing pressure for creativity to deliver. Conceptualised by BAV, creative capital (which combines levels of influence and creativity) can be used to measure the value of creativity to brands. BAV is the world’s largest brand analytics platform covering over 60,000 brands globally, conducting thorough survey research from a globally representative sample of consumers who rate brands in their local market on key image, equity and advocacy...

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