Although the topics may vary from blog post to blog post here, one central theme usually always emerges: Creativity. Even before the nasty onslaught of the COVID-19 virus outbreak, creativity was quite important and pertinent in our industry. Now, it’s more important than ever.
In reading various articles on the subject of creativity, I found it interesting that the Brits are complaining about its overall effectiveness. One such cautionary study comes from an account manager with M&C Saatchi. Among others, he cited the legendary John Hegarty who called creativity “advertising’s special sauce” partly due to the significant effect it can have on achieving or even surpassing objectives and increasing ROI.
Advertising, to increase effectiveness, has to appeal to consumers by conveying emotions and helps to build memory structures, allowing them to choose a brand easily and instinctively. Creativity is the best way to convey emotion.
IPA (Institute for Practitioners of Advertising) studies have proven that creativity can increase ROI by 10x. Furthermore, communications that are built upon a foundation of emotion and that eventually become famous can greatly enhance the effectiveness of a campaign. Even with a fairly modest budget but a strong creative idea, a company can enter the public consciousness in a truly unique way.
Taking the idea and backing it with an effective use of budget can create a huge level of earned media, and by becoming news worthy, can generate a great return on investment.
However, creativity does not operate in a vacuum. Numerous other aspects of a campaign contribute to its effectiveness like media spend, and changes in price of products, for example.
That’s why measuring effectiveness with various KPIs (Key Performance Indicators) and economic models is so important. Furthermore, as the “Saatchi Study” indicates, it is important to remember that while creativity can act as a multiplier for ROI and other measures, creativity should never be used as a substitute for solid media investment. The best campaigns have a good balance of both.
Clearly, a creative campaign that appeals to the emotional side of peoples brains, is memorable and sparks conversation, eventually entering into public culture can have a great impact on business results. However, creativity is just one very important part of advertising and not the sole means to an end.
But even creativity, as seen in some circles, is meeting with raised eyebrows as its effectiveness is being called into question. Might it be turning a bit sour?