My talk about creativity and effectiveness a

2. “Creativity is irrelevant at best. Often, it is
downright harmful to advertising success.”

3. “The more creative a campaign, the higher
the likelihood that the featured product will
sell. Other things being equal, creativity is
an advertiser’s best bet.”
- McKinsey & Company, 2006

5. E ectiveness Awards Won per $1B Billed

6. E ectiveness Awards Won per $1B Billed
Less Creatively-
Awarded Agencies:
5.4

7. E ectiveness Awards Won per $1B Billed
Less Creatively- Most Creatively-
Awarded Agencies: Awarded Agencies:
5.4 13.7

8. Campaign E ectiveness Success Rate

9. Campaign E ectiveness Success Rate
Non-Creatively-
Awarded Campaigns:
80%

10. Campaign E ectiveness Success Rate
Non-Creatively- Creatively-Awarded
Awarded Campaigns: Campaigns:
80% 88%

11. Campaign E ciency

12. Campaign E ciency
Non-Creatively-
Awarded Campaigns:
0.5

13. Campaign E ciency
Non-Creatively- Creatively-Awarded
Awarded Campaigns: Campaigns:
0.5 5.7

14. Company Perceptions

15. Company Perceptions
A smart
company
57%
34%
Less More
creative creative

16. Company Perceptions
A smart High
company quality
products
78%
57% 57%
34%
Less More Less More
creative creative creative creative

17. Company Perceptions
A smart High Worth
company quality purchasing
products from
78%
68%
57% 57%
39%
34%
Less More Less More Less More
creative creative creative creative creative creative

18. Share Price Growth 2000-2009

19. Share Price Growth 2000-2009
S&P500
0.5%

20. Share Price Growth 2000-2009
S&P500 Cannes Advertisers of the Year
0.5% 41%

21. ’91 USA ’92 USA ’95 USA ’96 USA ’00 USA
Creative Advertising On Resonance: A Creativity vs Do Award Winning Recall, Liking and
& the von Restor! Critical Pluralistic E!ectiveness? An Commercials Sell? Creativity in TV
E!ect Enquiry into Integrating Commercials
Advertising Rhetoric Classi"cation for
Advertising
’02 NLD ’05 USA ’07 GBR ’07 DEU ’08 USA
Breaking Through Recall & Persuasion: Marketing in the Era Art Meets Science: The Impact of
the Clutter: Bene"ts Does Creative of Accountability Creative Advertising Advertising
of Advertisement Advertising Matter? Examined Creativity on the
Originality Hierarchy of E!ects
’08 SWE ’08 NZL ’09 USA ’10 NZL ’10 GBR
Advertising Creative = E!ective Beyond Attention Creative = Successful The Link Between
Creativity Matters E!ects: Modelling Creativity and
the E!ects of E!ectiveness
Advertising
Creativity

22. Campaign E ciency

23. Campaign E ciency
1994 - 2002
3x
Non-creatively- Creatively
awarded -awarded

24. Campaign E ciency
1994 - 2002 2003 - 2010
12x
3x
Non-creatively- Creatively Non-creatively- Creatively
awarded -awarded awarded -awarded

25. Why?

33. Up until 2002, 78% of consumers said advertising
was a good way to learn about new products. In the
four years that followed, that "gure dropped to 53%.
- Forrester Research 2006

34. 10-24% 50-80%
of people believe companies tell the trust what they hear about a company
truth in advertising from their friends and peers

35. Peoples perceptions of brands are
being shaped more and more by
conversations and less and less by
marketing messages

36. E ectiveness Success Rate

37. E ectiveness Success Rate
Rational
59%

38. E ectiveness Success Rate
Rational Emotional
59% 68%

39. E ectiveness Success Rate
Rational Emotional Fame
59% 68% 72%

40. People don’t read
ads. They read things
that interest them.
Sometimes that
happens to be an ad.
- Howard Gossage, 1955

41. People don’t talk about
brands. They talk about
things that interest
them. Sometimes that
happens to be
a brand.”

42. Campaigns Creating Conversation / “Fame”

43. Campaigns Creating Conversation / “Fame”
Non-Creatively-
Awarded Campaigns:
29%

44. Campaigns Creating Conversation / “Fame”
Non-Creatively- Creatively-Awarded
Awarded Campaigns: Campaigns:
29% 70%

51. Our objective is e ectiveness.
Our strategy is creativity.
- BBH

52. Thank You.