Misfits: How creativity in advertising sparks brand growth

Ipsos ran a meta-analysis measuring end effects and the presence of creativity across thousands of video ads, with the goal of identifying what creativity really means in advertising and the role it plays in delivering end business effects.

For such a widely pursued endeavor, creativity remains an ambiguous and often misunderstood means to produce effective advertising that contributes to brand growth. Most brands and agencies have their own language for what it means, though what tends...