More Related Content Similar to Quantitative creative b2 b marketing presentation - 18 06 2014 Similar to Quantitative creative b2 b marketing presentation - 18 06 2014 (20) Recently uploaded What is paper chromatography, principal, procedure,types, diagram, advantages... What is paper chromatography, principal, procedure,types, diagram, advantages... srcw2322l101
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. © 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. © 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. © 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. © 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
15. © Mason Zimbler 2014
QUANTITATIVE
CREATIVE
THE CREATIVE DIMENSIONS
ORIGINALITY
IS THE WORK “OUT OF THE
ORDINARY” FOR THE CATEGORY?
16. © Mason Zimbler 2014
QUANTITATIVE
CREATIVE
THE CREATIVE DIMENSIONS
FLEXIBILITY
DOES THE IDEA MOVE FROM
ONE SUBJECT TO ANOTHER?
17. © Mason Zimbler 2014
QUANTITATIVE
CREATIVE
THE CREATIVE DIMENSIONS
ELABORATION
DOES THE WORK EXTEND
BASIC IDEAS AND MAKE
THEM MORE INTRICATE?
18. © Mason Zimbler 2014
QUANTITATIVE
CREATIVE
THE CREATIVE DIMENSIONS
SYNTHESIS
DOES THE IDEA CONNECT
OBJECTS THAT ARE USUALLY
UNRELATED?
19. © Mason Zimbler 2014
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
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. © Mason Zimbler 2014
QUANTITATIVE
CREATIVE
EFFECTIVE COMBINATIONS?
FLEXIBILITY
+
ARTISTIC VALUE
RELATIVE EFFECTIVENESS = -99%
USAGE = 8.7%
ORIGINALITY
+
ELABORATION
RELATIVE EFFECTIVENESS = 96%
USAGE = 9.9%
24. © Mason Zimbler 2014
QUANTITATIVE
CREATIVE
LESS CREATIVE = LESS EFFICIENT
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. © 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.
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.
Editor's Notes 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. 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. 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! 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
