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My talk about creativity and effectiveness a
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“Creativity is irrelevant at best. Often, it is downright harmful to advertising success.”
“The more creative a campaign, the higher the likelihood that the featured product will
sell. Other things being equal, creativity is an advertiser’s best bet.”
- McKinsey & Company, 2006
E!ectiveness Awards Won per $1B Billed
E!ectiveness Awards Won per $1B Billed
Less Creatively-Awarded Agencies:
5.4
E!ectiveness Awards Won per $1B Billed
Most Creatively- Awarded Agencies:
13.7 Less Creatively-
Awarded Agencies:
5.4
Campaign E!ectiveness Success Rate
Non-Creatively-Awarded Campaigns:
80%
Campaign E!ectiveness Success Rate
Non-Creatively-Awarded Campaigns:
80% Creatively-Awarded
Campaigns:
88%
Campaign E!ectiveness Success Rate
Campaign E"ciency
Campaign E"ciency
Non-Creatively-Awarded Campaigns:
0.5
Campaign E"ciency
Non-Creatively-Awarded Campaigns:
0.5 Creatively-Awarded
Campaigns:
5.7
Company Perceptions
Company Perceptions
A smart company
57%
34%
More creative
Less creative
Company Perceptions
A smart company High
quality products
57%
34%
78%
57%
More creative
Less creative
More creative
Less creative
Company Perceptions
A smart company High
quality products
Worth purchasing
from
57%
34%
78%
57% 68%
39%
More creative
Less creative
More creative
Less creative
More creative
Less creative
Share Price Growth 2000-2009
S&P500
0.5%
Share Price Growth 2000-2009
S&P500
0.5% Cannes Advertisers of the Year
41%
Share Price Growth 2000-2009
’91 USA Creative Advertising & the von Restor! E!ect
’92 USA On Resonance: A Critical Pluralistic Enquiry into Advertising Rhetoric
’95 USA Creativity vs E!ectiveness? An Integrating Classi"cation for Advertising
’96 USA Do Award Winning Commercials Sell?
’00 USA Recall, Liking and Creativity in TV Commercials
’02 NLD Breaking Through the Clutter: Bene"ts of Advertisement Originality
’05 USA Recall & Persuasion: Does Creative Advertising Matter?
’07 GBR Marketing in the Era of Accountability
’07 DEU Art Meets Science: Creative Advertising Examined
’08 USA The Impact of Advertising Creativity on the Hierarchy of E!ects
’08 SWE Advertising Creativity Matters
’08 NZL Creative = E!ective
’09 USA Beyond Attention E!ects: Modelling the E!ects of Advertising Creativity
’10 NZL Creative = Successful
’10 GBR The Link Between Creativity and E!ectiveness
Campaign E"ciency
Campaign E"ciency
1994 - 2002
3x Creatively-awarded
Non-creatively-awarded
Campaign E"ciency
1994 - 2002
Creatively-awarded
Non-creatively-awarded
2003 - 2010
3x
12x
Creatively-awarded
Non-creatively-awarded
Why?
“Up until 2002, 78% of consumers said advertising was a good way to learn about new products. In the
four years that followed, that "gure dropped to 53%.”
- Forrester Research 2006
10-24%
of people believe companies tell the truth in advertising
50-80%
trust what they hear about a company from their friends and peers
Peoples’ perceptions of brands are being shaped more and more by
conversations and less and less by marketing messages
E!ectiveness Success Rate
Rational
59%
E!ectiveness Success Rate
Rational
59%
E!ectiveness Success Rate
Emotional
68%
Rational
59% Fame
72%
E!ectiveness Success Rate
Emotional
68%
“People don’t read ads. They read things that interest them. Sometimes that happens to be an ad.” - Howard Gossage, 1955
“People don’t talk about brands. They talk about
things that interest them. Sometimes that
happens to be a brand.”
Campaigns Creating Conversation / “Fame”
Non-Creatively-Awarded Campaigns:
29%
Campaigns Creating Conversation / “Fame”
Non-Creatively-Awarded Campaigns:
29% Creatively-Awarded
Campaigns:
70%
Campaigns Creating Conversation / “Fame”
Our objective is e!ectiveness. Our strategy is creativity.
- BBH
Thank You.
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