Creative Commitment: What it takes to make creativity effective

Develops and explains the concept of Creative Commitment, which scores how brands use creativity to grow.
  • Creative Commitment is a composite score based on three inputs: the campaign budget (in terms of media spend); the time it stays in market (months or years); and the number of channels it runs across.
  • The principle of Creative Commitment was developed alongside the Creative Effectiveness Ladder – a hierarchy of marketing effects reflecting their commercial impact on a business.
  • Marketers can use the score to assess their objectives, match their score with the Ladder, and take action on how to best develop their campaigns going forward....

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Insights Team
Bray Leino

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