The Strategy - Let's Get back to Brand. Measuring the effectiveness of creativity in marketing. Measuring creativity might sound like an oxymoron.
That ability to perceive the world in a different way and make connections others might not is seen as unquantifiable. Yet time and again it has been shown that more creative brands deliver better business results. McKinsey’s Award Creativity Score, for example, which measures number of Cannes Lions awards won, breadth of categories and consistency over time, finds 67% of companies that score in the top quartile have above-average organic revenue growth. It also shows 70% have above-average total return to shareholders and 74% above-average net enterprise value. Meanwhile, in his book The Case for Creativity, James Hermann found the Cannes Advertiser of the Year from 1999 to 2015 outperformed the S&P 500 by a factor of 3.5.
As Cheryl Calverley, CMO at mattress brand Eve, puts it: “My job is to take creativity and turn it into pounds and pence. Yet despite this evidence, creativity in advertising appears to be declining. Pour séduire les consommateurs, sachez oublier l'IA. Chroniques d’experts Marketing Le 29/04/2019 Temps de lecture : 7 minutes Dans le marketing et la communication, l’intuition, l’imagination et la créativité doivent peser davantage que les algorithmes et les données.
2020 is the year marketers re-invest in their brands. Marketers are re-assessing their spending plans for 2020, according to a WARC report, embracing a renewed focus on brand-building with long-term impact over performance marketing with short-term payoffs.
A pivot back to brand is the main theme highlighted in the Economy chapter of WARC’s Marketer’s Toolkit 2020, an annual report that assesses the influences on marketing strategies for the year ahead, based a world-wide industry survey. That survey of marketing executives found that short-termism is the number one industry issue with 70% of respondents agreeing that brands have over-invested in performance marketing. Importantly, 40% predict increased brand investments in 2020 versus 32% who see higher performance budgets. “Brand building is back and is set to be a major trend for 2020,” said David Tiltman, VP Content, WARC. .
• Marketers recognise the crisis of short-termism At the same time, fresh research is underlining the crisis short-termism is creating. Sourced from WARC. The ten best charts on marketing effectiveness from Binet & Field. Here are the ten best charts on marketing effectiveness from the work of Les Binet and Peter Field as chosen by Tom Roach at BBH.
Steal them, share them, use them as you see fit to nudge those around you onto the path to effectiveness. Les Binet and Peter Field have been researching marketing effectiveness for over a decade. Their findings have shaped the way we think about marketing accountability. Tom Roach, Managing Partner at BBH recently wrote an article for the IPA and packaged up a number of their charts which he felt had the most impact. Here are the ten most useful charts with a little bit of context.
You can download all the charts as a pdf here plus six additional bonus charts not in this article.Download Binet and Field’s best charts 1. Central to Peter and Les’ research is the distinction between these two effects that marketing produces. Download Media in focus 2. Quel est l'équilibre budgétaire idéal selon Les Binet et Peter Field? - UBA Belgium. Selon leur dernier rapport, un optimum se dessine à environ 60% du budget consacré au brand building et donc 40% à l’activation.
Cela fait plus de 10 ans que Les Binet et Peter Field publient régulièrement des analyses pointues sur la base de données des IPA Effectiveness Awards (un équivalent britannique des Effie). Leur quatrième rapport "Effectiveness in context" vient d’être présenté outre-Manche. Ce document revient entre autres sur l’allocation budgétaire optimale entre brand building et activation. Leur raisonnement prend appui sur une courbe qui croise la proportion de budget allouée par les marques au brand building et le nombre d’effets business rapportés dans les centaines de case stories que Binet et Field ont étudiés. Résultat : un optimum se dessine à environ 60% du budget consacré au brand building (et donc 40% à l’activation). Paid Media Research, Data & ROI Strategy & Branding Brand Safety.