Apples to Apples?
Peter had a set of 700-plus campaigns from around the world, for which he had robust media data and business results – all 700 had won an effectiveness award and therefore had submitted all sorts of results data for him to analyze. And he split them into 2 sets. In one set he put those campaigns that had one a creative award. In the other set, those that had won an effectiveness award but no creative award. He then analyzed if there is a difference in the two.
The clever thing he did was to create a common metric of effectiveness across all those campaigns, so no matter what country or category the campaign, he could compare effectiveness - apples for apples. The metric was for every unit of additional media spend, how much additional market share did the campaign achieve? (ESOV. Extra Share of Voice)
He found that those campaigns that had won a creative award, the truly creative campaigns, were on average 10 times more effective than those campaign that had not won a creative award. Now wasn’t that simple.
But how does creativity actually increase business, you ask.
Researchers at the Universities of Indiana and Wisconsin-Milwaukee showed that creatively-awarded advertising triggers greater purchase intent, and that this was because it measurably increases open- mindedness and curiosity. Consumers let their defences down more for creative advertising, allowing themselves to be sold to more readily.
Researchers at the Institute of Practitioners in Advertising showed that creatively awarded advertising was twice as likely to generate strong ‘fame’, i.e. online and online conversation.
Research had shown that campaigns generating strong ‘fame’ to be the most effective of all campaigns.
Researchers at the University of South Carolina showed that creative advertising was significantly (2 to 9 times) more likely to be recalled unprompted than advertising in general.
The correlation between winning Creative Award and winning in the marketplace is compelling. And it’s high time someone recognizes it.
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