B2B SUMMIT 2014 - BEST PRACTICE: Creativity. The unfair business advantage

1. © Mason Zimbler 2014
QUANTITATIVE
CREATIVE

2. © Mason Zimbler 2014
WHY SHOULD WE CARE
ABOUT CREATIVITY?

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“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

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MARKETERS LIKE SCIENTIFIC METHODS AS THEY
APPEAR TO BE LESS ‘RISKY’.
100X MORE ANALYSIS & MARKETING VS.
CREATIVITY & MARKETING.
- HARVARD BUSINESS REVIEW

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“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

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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

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“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. © Mason Zimbler 2014
QUANTITATIVE
CREATIVE

9. © Mason Zimbler 2014
QUANTITATIVE
CREATIVE

10. © Mason Zimbler 2014
QUANTITATIVE
CREATIVE

11. © Mason Zimbler 2014
QUANTITATIVE
CREATIVE

12. © Mason Zimbler 2014
HOW TO START JUDGING
CREATIVE EFFECTIVELY

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QUANTITATIVE
CREATIVE
CREATIVE PROCESS

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QUANTITATIVE
CREATIVE
THE CREATIVE DIMENSIONS

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QUANTITATIVE
CREATIVE
THE CREATIVE DIMENSIONS
ORIGINALITY
IS THE WORK “OUT OF THE
ORDINARY” FOR THE CATEGORY?

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QUANTITATIVE
CREATIVE
THE CREATIVE DIMENSIONS
FLEXIBILITY
DOES THE IDEA MOVE FROM
ONE SUBJECT TO ANOTHER?

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QUANTITATIVE
CREATIVE
THE CREATIVE DIMENSIONS
ELABORATION
DOES THE WORK EXTEND
BASIC IDEAS AND MAKE
THEM MORE INTRICATE?

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QUANTITATIVE
CREATIVE
THE CREATIVE DIMENSIONS
SYNTHESIS
DOES THE IDEA CONNECT
OBJECTS THAT ARE USUALLY
UNRELATED?

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QUANTITATIVE
CREATIVE
THE CREATIVE DIMENSIONS
ARTISTIC VALUE
IS THE WORK VISUALLY OR
VERBALLY DISTINCTIVE?

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

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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. © Mason Zimbler 2014
QUANTITATIVE
CREATIVE
EFFECTIVE COMBINATIONS?
FLEXIBILITY
+
ARTISTIC VALUE
RELATIVE EFFECTIVENESS = -99%
USAGE = 8.7%
ORIGINALITY
+
ELABORATION
RELATIVE EFFECTIVENESS = 96%
USAGE = 9.9%

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THE CONSEQUENCES
OF BEING CREATIVE

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QUANTITATIVE
CREATIVE
LESS CREATIVE = LESS EFFICIENT

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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. © 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. © 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. © Mason Zimbler 2014
THANKS
© Mason Zimbler Limited 2014.
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