How creativity boosts ROI

Compares WARC’s ROI database to System1’s Star and Spike Rating metrics, to continue the research into what role creative quality plays in driving Return on Marketing Investment (ROMI).
  • As creative quality increases, so does return on investment.
  • The strongest correlation between creative quality and ROI is between Star ratings and ROI; Star predicts long-term brand share of market (SOM) growth.
  • Campaigns with strong short-term creative quality markers correlate best with revenue ROI.
  • The creative quality measures of Aldi's Kevin the Carrot have increased to the maximum level over this time, together with high revenue and profit ROIs....

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Insights Team
Bray Leino

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