Does originality contribute to ad effectiveness?

Spike Cramphorn, chairman of add+impact, addresses the contentious issue of whether advertising 'originality' contributes to purchase intent.

Does Originality Contribute to Ad Effectiveness?

Spike Cramphorn

Although Thomas Edison said that genius is 99% perspiration and 1% inspiration, it is the human capacity for original thinking that (for better or worse) impels our progress.

Many marketers believe that, in the long run, brand strength relies on creative advertising to build perceived uniqueness (1), and that creative advertising keeps the brand fresh in people's minds (2).