Highly-awarded creative ideas disproportionately awarded for effectiveness

Summarises analysis from the health of creativity report, looking at the correlation between creativity and effectiveness.

Highly awarded ideas for creativity are disproportionately awarded for effectiveness, the health of creativity report reveals.

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.

Among the 4099 creatively awarded ideas in our database, we...

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