Warc, 4 March 2013
COLOGNE: Advertising campaigns displaying above-average
levels of creativity deliver a greater impact on sales than their less engaging
alternatives, research has revealed.
Werner Reinartz and Peter Saffert, of the University of
Cologne, compared 437 campaigns from 90 brands in ten FMCG categories in
Germany, assessing creativity in terms of originality, flexibility,
elaboration, synthesis and artistic value.
They controlled for different levels of spending, and found
that creativity did indeed have a significant effect.
In their research, a 1% increase in adspend generally
translated into a 0.2% increase in purchases. But in the case of the most
creative ads, the increase in purchases was close to 0.3%.
The authors suggested that this analysis can be further
refined in order to establish what types of creativity work best in what
context.
They were prompted to undertake the research after learning
that two leading German agencies - Jung von Matt and Scholz & Friends -
have declined to take part in any creative or advertising award competitions in
2013.
Noting that a growing number of submissions to such
competitions are designed to win awards and push an agency up the creative
rankings rather than sell products - so-called "zombie creations" - the
question then arose as to whether creative award success really is a good
measure of an agency's creative potential.
Competition entry fees can also mount up, raising more
questions about whether this is an appropriate use of agency funds.
The authors argue that their work shows that rigorous
metrics are available to enable creativity to be measured "quite
precisely".
Not all awards, however, are based purely on creativity: the
Cannes Creative Effectiveness Lions and the Warc Prize for Innovation are two
examples of competitions that seek to reward both creativity and business
effectiveness.
Data sourced from Harvard Business Review; additional
content by Warc staff
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