'Creativity. The unfair business advantage' - B2B Marketing Summit 2014

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How valuable is creativity to your advertising? Should it be intrinsic or is it a magic ‘fairy dust’ you sprinkle on top of your campaigns and hope for the best?

Truth is, it’s not just intrinsic, it’s essential.

Although the message is all-important, it’s creativity that engages the hearts, minds and pockets of your customers. So as well as giving the customer rational information, brands need to evoke the appropriate emotions to encourage them to take action or make a purchase. The CEO wants Return On Investment (ROI) while the customer is looking for their own version of ROI - Relevance Of Insight.

Take a look at Mason Zimbler's presentation, discussing the creative process, creative people and how to judge and measure creativity. And the steps you can take to make sure your communications are both creative and effective.

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  • 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.
  • 'Creativity. The unfair business advantage' - B2B Marketing Summit 2014

    1. 1. © Mason Zimbler 2014 QUANTITATIVE CREATIVE
    2. 2. © Mason Zimbler 2014 WHY SHOULD WE CARE ABOUT CREATIVITY?
    3. 3. © Mason Zimbler 2014 “NOTHING IS MORE EFFICIENT THAN CREATIVE ADVERTISING. CREATIVE ADVERTISING IS MEMORABLE, LONGER-LASTING, WORKS WITH LESS MEDIA SPENDING AND BUILDS A FAN COMMUNITY...FASTER.” - Stephan Vogel, Chief creative officer, ogilvy
    4. 4. © Mason Zimbler 2014 MARKETERS LIKE SCIENTIFIC METHODS AS THEY APPEAR TO BE LESS ‘RISKY’. 100X MORE ANALYSIS & MARKETING VS. CREATIVITY & MARKETING. - HARVARD BUSINESS REVIEW
    5. 5. © Mason Zimbler 2014 “WE’RE NOT JUST MAD MEN, WE’RE MATHS MEN AS WELL; AND UNITING THOSE TWO THINGS, I THINK IS THE CRITICALLY IMPORTANT CHANGE.” - Martin sorrell, ceo, WPP group
    6. 6. © Mason Zimbler 2014 IF A CUSTOMER FEELS AN EMOTIONAL CONNECTION TO A BRAND THEY ARE MORE LIKELY TO REMAIN LOYAL AND HAVE A HIGHER CUSTOMER LIFETIME VALUE (CLV). - BRAND KEYS LOYALTY ENGAGEMENT INDEX
    7. 7. © Mason Zimbler 2014 “I GET VERY FRUSTRATED WITH THE ONGOING DEBATE ABOUT CREATIVITY AND EFFECTIVENESS, BECAUSE I DO NOT BELIEVE YOU CAN HAVE ONE WITHOUT THE OTHER.” - Jonathan Mildenhall, VP Global Advertising, The Coca-Cola Company
    8. 8. © Mason Zimbler 2014 QUANTITATIVE CREATIVE
    9. 9. © Mason Zimbler 2014 QUANTITATIVE CREATIVE
    10. 10. © Mason Zimbler 2014 QUANTITATIVE CREATIVE
    11. 11. © Mason Zimbler 2014 QUANTITATIVE CREATIVE
    12. 12. © Mason Zimbler 2014 HOW TO START JUDGING CREATIVE EFFECTIVELY
    13. 13. © Mason Zimbler 2014 QUANTITATIVE CREATIVE CREATIVE PROCESS
    14. 14. © Mason Zimbler 2014 QUANTITATIVE CREATIVE THE CREATIVE DIMENSIONS
    15. 15. © Mason Zimbler 2014 QUANTITATIVE CREATIVE THE CREATIVE DIMENSIONS ORIGINALITY IS THE WORK “OUT OF THE ORDINARY” FOR THE CATEGORY?
    16. 16. © Mason Zimbler 2014 QUANTITATIVE CREATIVE THE CREATIVE DIMENSIONS FLEXIBILITY DOES THE IDEA MOVE FROM ONE SUBJECT TO ANOTHER?
    17. 17. © Mason Zimbler 2014 QUANTITATIVE CREATIVE THE CREATIVE DIMENSIONS ELABORATION DOES THE WORK EXTEND BASIC IDEAS AND MAKE THEM MORE INTRICATE?
    18. 18. © Mason Zimbler 2014 QUANTITATIVE CREATIVE THE CREATIVE DIMENSIONS SYNTHESIS DOES THE IDEA CONNECT OBJECTS THAT ARE USUALLY UNRELATED?
    19. 19. © Mason Zimbler 2014 QUANTITATIVE CREATIVE THE CREATIVE DIMENSIONS ARTISTIC VALUE IS THE WORK VISUALLY OR VERBALLY DISTINCTIVE?
    20. 20. © Mason Zimbler 2014 QUANTITATIVE CREATIVE CREATIVE DIMENSIONS 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
    21. 21. © Mason Zimbler 2014 QUANTITATIVE CREATIVE THE MOST EFFECTIVE DIMENSIONS? 1.00 SALESEFFECTIVENESS ORIGINALITY = 1.06 FLEXIBILITY = 1.03 ELABORATION = 1.32 SYNTHESIS = 0.45 ARTISTIC VALUE = 1.19
    22. 22. © Mason Zimbler 2014 QUANTITATIVE CREATIVE EFFECTIVE COMBINATIONS? FLEXIBILITY + ARTISTIC VALUE RELATIVE EFFECTIVENESS = -99% USAGE = 8.7% ORIGINALITY + ELABORATION RELATIVE EFFECTIVENESS = 96% USAGE = 9.9%
    23. 23. © Mason Zimbler 2014 THE CONSEQUENCES OF BEING CREATIVE
    24. 24. © Mason Zimbler 2014 QUANTITATIVE CREATIVE LESS CREATIVE = LESS EFFICIENT
    25. 25. © Mason Zimbler 2014 QUANTITATIVE CREATIVE THE EFFECTIVENESS SUCCESS RATE 75% 59% 88% 80% AWARDE D NON- AWARDED AWARDE D 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
    26. 26. © Mason Zimbler 2014 QUANTITATIVE CREATIVE PLAN FOR QUANTITATIVE CREATIVE o A GOOD GROUNDING o GREAT COLLABORATION o TESTING VS. SUBJECTIVE OPINION o VALIDATION o EFFECTIVENESS o SUSTAINED PREFERENCE
    27. 27. © Mason Zimbler 2014 QUANTITATIVE CREATIVE CONCLUSIONS - 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
    28. 28. © Mason Zimbler 2014 THANKS © Mason Zimbler Limited 2014. The contents of this presentation are protected by copyright which belongs to Mason Zimbler Ltd. It should not be copied nor disclosed to any third party without the prior permission of Mason Zimbler Limited, which permission may be withheld at Mason Zimbler's absolute discretion.

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