Across the world, marketers lack confidence in creativity’s power to drive business results, to identify the outcomes that matter, which metrics to track and the best ways to ensure advertising truly pays back. Creativity is seen as a risk, not an investment.
For the first time, System1 has combined the Effie Case Library with our emotion-first creative measurement database, Test Your Ad, to build the largest global creative effectiveness databank.
More than 1,250 campaign outcomes across the US and Europe. Over US$140bn of market share studied. Ad data from 200,000 people. From challenger brands to giants.
The result is a new global report, The Creative Dividend, that helps move advertising from a cost on the P&L, to an investment that pays back. The research introduces the Creativity Stack: five evidence-based creative principles that allow any brand to create lasting effects with brilliant advertising.
And it reveals that creativity’s profit multiplier is 21x, championing well-branded emotional advertising to maximum payback.
Submit your details to download the research.