Quantitative Creative

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Additional Metrics and Further Information ; 76% of CEOs feel marketing talks too much about creativity without quantifying. 74% of CEOs think marketing is disconnected from the short and medium-term business realities . 72% of CEOs feel that marketers are not as data-driven as expected, relied on gut-feelings, greatly reducing trust in agencies. Recently more than 100x more papers were posted on HBR about analysis and marketing (89,500) than creativity and marketing (850). Marketers like scientific methods as they appear to be less ‘risky’. "For McDonald's, we’ve seen ROI 54% higher with creative that wins Lions than creative that doesn’t" – Matt Biespiel, McDonald’s Corporation Cannes Advertiser/Marketer of the year experienced, on average, 41% stock value growth in the year they won the award, whilst the S&P500 experienced a fraction of that growth at 0.5%. Further analysis revealed that in each case, the companies has been going through a period of greater focus on creativity and innovation throughout their business, of which award inning advertising and stock market success were symptomatic. Slide 20 - Werner Reinartz and Peter Saffert consumer survey, 2010. 437 (TV) campaigns (in Germany), from January 2005 to October 2010. Panel of trained consumer raters to assess the creativity of the ads, then contrasted this against the sales performance for those products. Slide 21 - The impact that each dimension had on sales individually, indexed relative to the overall average impact of creativity of 1.00. Each had a positive impact, but to quite varying degrees. Slide 22 - Across the ten combinations of dimensions, no combination is overwhelmingly prominent in terms of usage. With variance between combination usage ranging from 8.7% to 11.6% - they are all fairly well dotted around the 10% mark. However, the relative effectiveness varies hugely. Indicating, that contrary to popular belief, we do know which half of an advertising budget is wasted! Slide 24 - SOM = Share of market Source: Peter Field, The Link Between Creativity and Effectiveness, 2010 (Published with the IPA) http://www.slideshare.net/jameshurman/the-case-for-creativity Sources IPA, Josh Linkner, Forbes, HBR

Transcript of Quantitative Creative

https://www.youtube.com/watch?v=zJahlKPCL9g

https://www.youtube.com/watch?v=9KQu9zkf9WE

https://www.youtube.com/watch?v=Iy1rumvo9xc

The 5 dimensions of creativity are:

- Originality – rare and unusual ideas

- Flexibility – moves from one idea to another

- Elaboration – extend basic ideas

- Synthesis – combining normally unrelated objects

- Artistic value – visually or verbally distinctive

RELATIVE EFFECTIVENESS = 96% USAGE = 9.9%

75%

59%

88% 80%

AWARDED NON-AWARDED AWARDED NON-AWARDED

LOW ESOV SPEND <6% HIGH ESOV SPEND >6%

CREATIVELY AWARDED CAMPAIGNS WERE SHOWN TO BE 10-27% MORE EFFECTIVE

* SOM = Share of Market ** ESOV = Extra Share of Voice Source: IPA, The Long and Short of it

- Doing something different isn’t the same as taking a risk

- Change gleans predictable results

- Quantitative Creative doesn’t have to mean big budgets

- It’s not ‘either/or’, it’s ‘and & both’. Select the right combinations

- Creativity is the only sustainable business differentiator

- Be a disciplined dreamer

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