...creativity and advertising

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2. Most marketing is bad as it
ignores the most basic data
The biggest proponent of growth is through reaching new or lapsed customers
84% of advertising isn’t noticed…
Emotional adverts are 2x as effective in achieving awareness
BBH, 2017

4. Creative execution is the second biggest driver of ROI
(after market/brand share/size)
BBH, 2017
The most ‘highly awarded’ campaigns are 16x more likely to drive a
growth in market share

6. An impressive creative advertising campaign also influences perceptions
of brand quality and attention-worthiness by the audience
The most creative work often requires less media spend due to sharing

7. “There are no rules”
Hegarty, 2014

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31. Stories evoke emotions, when we hear one we will always feel
something… and emotional content promotes acceptance

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