PODCAST 2/6: The Creativity Gap

Summary

The true cost of dull marketing – and why creativity is now worth a 21x profit multiplier.
What’s the real commercial cost of getting your marketing wrong? More than most brands realise.

In this session, Chris and Steve dig into the hard data behind creative effectiveness and the numbers might just surprise you. Research from System1, Effie and Andrew Tyndall found that creative quality now delivers a 21 times profit multiplier, nearly double what it was just two years ago.

Yet despite this, 41% of marketers see creativity as a risk, 60% lack confidence in their own tools and training, and the industry continues to double down on volume over quality.

They explore:

• Why dull campaigns pay back less than engaging ones
• How entertaining ads achieve higher share growth than less entertaining
• Why 2-in-10 viewers can’t even name the brand an ad is for and what that’s costing you
• How emotional campaigns drive more profit growth over three or more years than rational ones
• The 2.9x profit multiplier that comes from delivering creative quality consistently
• Why 95% of purchasing decisions are subconscious – and what that means for your brand

The gap between extraordinary creative and dull content isn’t marginal. It’s the difference between a 21x return and a 40% penalty.

Download the whitepaper and research paper, or get in touch to find out how the Extraordinary Brand Framework™ can help your brand identify where it’s creating value and where it’s losing it.