The Case for Creativity - Spikes 2011

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The Case for Creativity - Spikes 2011

  1. 1. “Creativity is irrelevant at best. Often, it isdownright harmful to advertising success.”
  2. 2. “The more creative a campaign, the higherthe likelihood that the featured product will sell. Other things being equal, creativity is an advertiser’s best bet.” - McKinsey & Company, 2006
  3. 3. E ectiveness Awards Won per $1B Billed
  4. 4. E ectiveness Awards Won per $1B Billed Less Creatively- Awarded Agencies: 5.4
  5. 5. E ectiveness Awards Won per $1B Billed Less Creatively- Most Creatively- Awarded Agencies: Awarded Agencies: 5.4 13.7
  6. 6. Campaign E ectiveness Success Rate
  7. 7. Campaign E ectiveness Success Rate Non-Creatively- Awarded Campaigns: 80%
  8. 8. Campaign E ectiveness Success Rate Non-Creatively- Creatively-Awarded Awarded Campaigns: Campaigns: 80% 88%
  9. 9. Campaign E ciency
  10. 10. Campaign E ciency Non-Creatively- Awarded Campaigns: 0.5
  11. 11. Campaign E ciency Non-Creatively- Creatively-Awarded Awarded Campaigns: Campaigns: 0.5 5.7
  12. 12. Company Perceptions
  13. 13. Company Perceptions A smart company 57% 34% Less More creative creative
  14. 14. Company Perceptions A smart High company quality products 78% 57% 57% 34% Less More Less More creative creative creative creative
  15. 15. Company Perceptions A smart High Worth company quality purchasing products from 78% 68% 57% 57% 39% 34% Less More Less More Less More creative creative creative creative creative creative
  16. 16. Share Price Growth 2000-2009
  17. 17. Share Price Growth 2000-2009 S&P500 0.5%
  18. 18. Share Price Growth 2000-2009 S&P500 Cannes Advertisers of the Year 0.5% 41%
  19. 19. ’91 USA ’92 USA ’95 USA ’96 USA ’00 USACreative Advertising On Resonance: A Creativity vs Do Award Winning Recall, Liking and& the von Restor! Critical Pluralistic E!ectiveness? An Commercials Sell? Creativity in TVE!ect Enquiry into Integrating Commercials Advertising Rhetoric Classi"cation for Advertising’02 NLD ’05 USA ’07 GBR ’07 DEU ’08 USABreaking Through Recall & Persuasion: Marketing in the Era Art Meets Science: The Impact ofthe Clutter: Bene"ts Does Creative of Accountability Creative Advertising Advertisingof Advertisement Advertising Matter? Examined Creativity on theOriginality Hierarchy of E!ects’08 SWE ’08 NZL ’09 USA ’10 NZL ’10 GBRAdvertising Creative = E!ective Beyond Attention Creative = Successful The Link BetweenCreativity Matters E!ects: Modelling Creativity and the E!ects of E!ectiveness Advertising Creativity
  20. 20. Campaign E ciency
  21. 21. Campaign E ciency 1994 - 2002 3x Non-creatively- Creatively awarded -awarded
  22. 22. Campaign E ciency 1994 - 2002 2003 - 2010 12x 3x Non-creatively- Creatively Non-creatively- Creatively awarded -awarded awarded -awarded
  23. 23. Why?
  24. 24. Up until 2002, 78% of consumers said advertising was a good way to learn about new products. In thefour years that followed, that "gure dropped to 53%. - Forrester Research 2006
  25. 25. 10-24% 50-80%of people believe companies tell the trust what they hear about a company truth in advertising from their friends and peers
  26. 26. Peoples perceptions of brands are being shaped more and more byconversations and less and less by marketing messages
  27. 27. E ectiveness Success Rate
  28. 28. E ectiveness Success Rate Rational 59%
  29. 29. E ectiveness Success Rate Rational Emotional 59% 68%
  30. 30. E ectiveness Success Rate Rational Emotional Fame 59% 68% 72%
  31. 31. People don’t readads. They read thingsthat interest them.Sometimes thathappens to be an ad.- Howard Gossage, 1955
  32. 32. People don’t talk aboutbrands. They talk about things that interest them. Sometimes that happens to be a brand.”
  33. 33. Campaigns Creating Conversation / “Fame”
  34. 34. Campaigns Creating Conversation / “Fame” Non-Creatively- Awarded Campaigns: 29%
  35. 35. Campaigns Creating Conversation / “Fame” Non-Creatively- Creatively-Awarded Awarded Campaigns: Campaigns: 29% 70%
  36. 36. Our objective is e ectiveness. Our strategy is creativity. - BBH
  37. 37. Thank You.

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