Longer-term marketing effects require greater creative commitment

Explains the correlation between Creative Commitment and the Creative Effectiveness Ladder, and at the impact of greater commitment on overall campaign performance.

Greater commitment is required for campaigns to achieve long-term effects, analysis done by WARC reveals.

While creativity is widely recognised as a key driver of effectiveness, our findings reveal that a stronger commitment to campaigns is necessary for greater impact. The principle of Creative Commitment recognises that achieving significant long-term effects requires more than just creative ideas. This is a composite measure based on three factors: campaign budget, the time it stays in the market, and the number of channels it runs across. It emphasises the importance of a comprehensive approach to campaign planning and execution, ensuring that creativity operates...

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Insights Team
Bray Leino

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