"We've created a new holistic view of creative consistency, showing how consistency compounds creativity to grow ad effects, brand strength, and ultimately business results."
Andrew Tindall
Author; SVP Global Partnerships, System1
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A New Holistic View On Creative Consistency
5,000 marketers and counting downloaded the first look of Compound Creativity. Now, we’re presenting deeper insights on the benefits of consistency at Cannes Lions Festival of Creativity alongside Les Binet and Sarah Carter. Data spanning the UK and US markets.
By defining a new multi-year brand metric, the Creative Consistency Score (CCS), we’ve analyzed 80 brands in the IPA Effectiveness Databank and 136 brands in the Effie Case Library for 13 consistency features over 5 years. Thousands of ads tested with System1’s Test Your Ad platform with real consumers to understand how consistency impacts creative quality.
We’ve also matched the brands to YouGov brand data and the IPA Effectiveness Databank and Effie Case Library to understand how consistency impacts brand strength and what brand and business effects their campaigns create.
Key findings:
The facets of creative consistency that matter are split into three distinct groups, showing that marketers need to focus on Consistent Creative Foundations, then a Culture of Consistency, before Consistent Execution.
Consistent brands make more effective advertising. Using System1’s Star Rating (an ad’s brand-building potential), we’ve shown that the most consistent brands create higher creative quality.
Advertising from inconsistent brands sees no average change in creative quality annually, while consistent brands achieve greater Star Ratings year-on-year. This creates a consistency gap that compounds the effects of creativity.
The powerful effects of keeping ads on air longer (creative wear in) and not changing your creative agency.
Campaigns from consistent brands create more very large brand effects. This leads to consistent brands being more famous and popular in YouGov brand data.
Consistent brands report more very large business effects. We even see them report double the very large profit gains.
We estimate inconsistency will cost just the brands in our study billions over the next 5 years.
Submit your details to download the insights launched at Cannes.
Watch Andrew Tindall walk through the key findings from our report, “The Magic of Compound Creativity” (download it for free below). Learn more about the new multi-year brand metric, the Creative Consistency Score (CCS), and what we can learn from the most consistent brands, thanks to insights from System1’s Test Your Ad Premium database and the IPA Effectiveness Databank.
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