The health of creativity

This report uses data from Rankings results 2015-19 to assess how often that creative work is also effective.
  • 18% of creatively awarded ideas between 2015 and 2019 were subsequently awarded for effectiveness but when ideas are highly awarded, the conversion to effectiveness awards rises from 18% to 39%.
  • The most successful ideas across creativity and effectiveness focus on brand-building through their use of television and emotion, with the highest proportion coming from retail.
  • The average creative commitment score of campaigns in the WARC database is 5.9 (of a total of 15), rising to 7.7 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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