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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