Highly creative and effective campaigns have greater commercial impact

Summarises analysis from the health of creativity report, looking at the characteristics of award-winning campaigns and the ‘best of the best’.

Campaigns with a higher creative commitment score also have, on average, a greater upper ladder level, the health of creativity report unveils.

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 to determine the characteristics of ideas that are both creative and effective.

The Ladder...

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