The health of creativity: How often is creativity also effective?
Each year, WARC tracks the results of the top regional and global award shows for creativity and effectiveness for its WARC Rankings.
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- Using the rankings data, we wanted to assess the health of creativity: how often is creative work also effective?
- We compared data from the rankings to see how many creative ideas were subsequently awarded for effectiveness, and if highly awarded campaigns were more likely to be effective.
- The research shows that 20% of all creatively awarded ideas are also awarded for effectiveness, and if an idea is highly awarded for creativity, it is more likely to be effective.
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