"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
Download the Research
Creative Consistency Builds Brand Familiarity – and Business Results
More than 5,000 marketers have already explored the first release of Compound Creativity. Now, deeper insights are available – launched at Cannes Lions alongside Les Binet and Sarah Carter – showcasing how creative consistency builds lasting brand strength in both the US and UK.
At the heart of the research is a new, multi-year brand metric: the Creative Consistency Score (CCS). System1 applied it across 80 brands in the IPA Effectiveness Databank and 136 brands from the Effie Case Library, evaluating 13 consistency features over five years.
Thousands of ads were tested with real consumers via System1’s Test Your Ad platform to understand how consistent branding drives both creative quality and brand familiarity; and how that, in turn, influences brand recognition, perception, and emotional engagement.
Key takeaways include:
Consistency compounds over time. Brands that build and maintain consistent creative foundations outperform on key advertising and brand strength metrics.
Brand familiarity grows through structure. From tone to characters to brand assets, the most familiar brands are those with clear, repeated cues.
Inconsistent brands plateau. Creative quality for inconsistent brands doesn’t improve year-on-year, creating a widening “consistency gap” between top and bottom performers.
Consistency boosts both fame and favorability. Familiar brands perform better in YouGov data, with higher popularity and brand recognition.
Business impact follows creative discipline. The most consistent brands report more “very large” brand and business effects – including double the very large profit gains.
Disruption isn’t always the answer. Changing agencies or constantly refreshing campaigns too soon undermines long-term effectiveness. Keeping strong ads on air supports familiarity and trust.
Submit your details to download the insights launched at Cannes.
Join Andrew Tindall as he unpacks the key insights from The Power of Compound Creativity. In this short walkthrough, Andrew introduces the Creative Consistency Score (CCS), a breakthrough metric designed to track how consistent creative execution helps build brand familiarity, boost emotional response, and drive stronger ad performance over time. Backed by findings from System1’s Test Your Ad platform and effectiveness data from the IPA Effectiveness Databank, the presentation reveals how the most consistent brands are the ones creating the most memorable – and most effective – advertising.
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