Register for the Webinar
The Creative Dividend
Making advertising predictable, effective and a priority investment.
In a world where marketing budgets are increasingly scrutinized, media is fragmented, and short-term metrics often overshadow long-term growth, marketers require a modern advertising playbook that addresses challenger brands and category leaders alike. One that proves the combined power of creative quality and media support, with tools for maximizing brand and business effects, and enhancing confidence in advertising’s ability to drive profit.
The Creative Dividend, from System1 and Effie, is that playbook.
In this live webinar, Andrew Tindall, SVP of Partnerships at System1 and author of The Creative Dividend, will walk through the book’s findings and show how brands can improve creative quality, defend investment in advertising, and make advertising a more dependable driver of growth.
The Creative Dividend brings together:
- Large-scale effectiveness evidence from 1,265 campaigns across the U.S., Europe, the UK, and Ireland, representing $139 billion in market share
- Creative measurement from consumer responses to more than 100,000 ads, powered by System1’s Test Your Ad Competitive Edge database
- Effie Insights, Effie’s global database linking reported commercial outcomes to real campaigns across markets and categories
Key findings Andrew will unpack live:
- The Creativity Stack: Great advertising is built layer by layer. The book introduces a practical framework across four proven dimensions, Emotion, Distinctiveness, Showmanship, and Consistency, and shows how each contributes to stronger business impact.
- Creativity and media work best together: When planned in combination, creative quality and media account for 60.1% of campaign business results on average, and as much as 98.3% in certain categories.
- Profit accelerates, it does not rise linearly: The book introduces Excess Share of Creativity (ESOC), demonstrating why “good enough” creative is often the most expensive choice.
- The real barrier is confidence: While most marketers believe creativity matters, 41% say it is seen as a risk. The Creative Dividend provides case evidence, shared language, and diagnostics to support confident, effectiveness-led decisions.
Webinar details:
- Host: Andrew Tindall, SVP of Partnerships, System1
- When: Thursday, February 26
- Time: 11 AM ET / 4 PM GMT
- Where: Live on Zoom
Register to join the webinar and hear directly from the author how creative quality and media support combine to drive profit, and how to apply these principles to your own advertising. You’ll also receive the recording after the live session.
