Volume 7 No. 3: Does creativity matter?
Name an ad campaign that was funny, intriguing or clever. Easy, right?
The iconic Mac vs PC campaign. Allstate’s Mayhem. The list could go on.
Now try naming a campaign that was just okay. We see these constantly, but can you remember the last one you noticed? Which brand was it for? What did it ask you to do?
Surprisingly, the second task is much harder.
Does creativity really matter in advertising?
Each week, we break down another marketing trend so you can skip having a breakdown.
In an era of data, technology, and perpetual optimization, does creativity still play a role in marketing’s success? Does how you say something really matter as much as what you’re saying?
It’s easy to let creativity go by the wayside. WARC reports that over 40% of marketers are daunted by making the case for creativity to executives. But we also know it absolutely matters.
- Creativity captures attention. Consumers have more options than ever. Standing out from the clutter is challenging. Originality and distinctiveness make all the difference.
- Creativity is memorable. You can recall great ad campaigns with ease, right? We’re better at remembering ads we find interesting, even years after seeing them.
- Creativity increases effectiveness. Emotionally connecting with consumers correlates with improved brand perception. And a Nielsen study found strong creative can have up to 13x greater impact on sales than weak creative.
However, creativity must always be paired with relevance. Creativity without a clear strategy, defined target audience, or balanced media mix doesn’t equate to an effective marketing campaign. This is how we get highly creative campaigns (winning lots of awards) that don’t drive any real impact for the businesses they advertise.
Key Takeaway: Creativity is essential for connecting with consumers and even enhances advertising’s effectiveness.
The Growth Lab
Question: How do you find new ideas to solve old challenges?
We ask an experienced group of business leaders, marketers and statisticians about strategies for success.
Answer: "A mentor once told me the story of how Henry Ford came up with the idea of the 'assembly line' by studying the 'disassembly line' used by Chicago meatpackers to strip the meat from a cow. The cow was moved from butcher to butcher, each specializing in removing one area of meat. A bit graphic, I know. But what an incredible example of how we can study unrelated industries with like challenges to find new solutions. I'll never forget that lesson. Or the cows that gave their lives to teach it."
— Rob DeMars, Chief Creative Officer
Rob leads a team of creatives developing commercials to drive both brand and sales. But in his spare time, he practices card tricks for his family’s entertainment.
Here we celebrate books, podcasts, videos, and influencers that are actively pushing marketing into the future.
Discover the most up-to-date knowledge in the advertising industry by following the Institute of Practitioners in Advertising. The IPA seeks to bring value to advertising and marketing communication agencies all over the globe. Their role is to provide resources written by professional thought leaders, and programs to help agencies be informed on best practices.
Our favorite insight? Stuart Heppenstall suggests that advertisers need to tailor their campaigns and use multiple media channels to reach different audiences, resulting in higher ROIs.
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