The health of creativity 2024

Looks at the correlation between creativity and effectiveness, the characteristics of the best of the best campaigns highly awarded for creativity and effectiveness, and creative conversion by sector, brand and agency network.
  • A fifth 20% of creatively awarded ideas between 2015 and 2022 were subsequently awarded for effectiveness.
  • The telecoms & utility category has the highest conversion rate to effectiveness, but the retail category has the highest volume of highly creative and highly effective ideas.
  • The average creative commitment score of campaigns in the WARC database is 5.9 (of a total of 15); this score rises to 6.8 in ideas that are both highly creative and highly effective....

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We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

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