High-quality creative drives advertising effectiveness. Nielsen Catalina’s analysis of 500 CPG campaigns found that 49% of a brand’s sales lift from advertising can be attributed to the quality of the creative, while Data2Decisions macro analysis of over 1,500 different advertising profitability levers found that creative quality was a 12-fold advertising profitability multiplier.3
Despite evidence linking high-quality creative to advertising effectiveness, marketers undervalue it. Kantar’s 2020 report into the advertising multipliers that matter found that marketers underestimated the impact of high-quality creative (that has a 12X profitability multiplier) while overestimating the relative impact of targeting and multimedia campaigns (that had...