“Creativity is irrelevant at best. Often, it is downright harmful to advertising success.”

“The more creative a campaign, the higher the likelihood that the featured product will

sell. Other things being equal, creativity is an advertiser’s best bet.”

- McKinsey & Company, 2006

E!ectiveness Awards Won per $1B Billed

E!ectiveness Awards Won per $1B Billed

Less Creatively-Awarded Agencies:

5.4

E!ectiveness Awards Won per $1B Billed

Most Creatively- Awarded Agencies:

13.7 Less Creatively-

Awarded Agencies:

5.4

Campaign E!ectiveness Success Rate

Non-Creatively-Awarded Campaigns:

80%

Campaign E!ectiveness Success Rate

Non-Creatively-Awarded Campaigns:

80% Creatively-Awarded

Campaigns:

88%

Campaign E!ectiveness Success Rate

Campaign E"ciency

Campaign E"ciency

Non-Creatively-Awarded Campaigns:

0.5

Campaign E"ciency

Non-Creatively-Awarded Campaigns:

0.5 Creatively-Awarded

Campaigns:

5.7

Company Perceptions

Company Perceptions

A smart company

57%

34%

More creative

Less creative

Company Perceptions

A smart company High

quality products

57%

34%

78%

57%

More creative

Less creative

More creative

Less creative

Company Perceptions

A smart company High

quality products

Worth purchasing

from

57%

34%

78%

57% 68%

39%

More creative

Less creative

More creative

Less creative

More creative

Less creative

Share Price Growth 2000-2009

S&P500

0.5%

Share Price Growth 2000-2009

S&P500

0.5% Cannes Advertisers of the Year

41%

Share Price Growth 2000-2009

’91 USA Creative Advertising & the von Restor! E!ect

’92 USA On Resonance: A Critical Pluralistic Enquiry into Advertising Rhetoric

’95 USA Creativity vs E!ectiveness? An Integrating Classi"cation for Advertising

’96 USA Do Award Winning Commercials Sell?

’00 USA Recall, Liking and Creativity in TV Commercials

’02 NLD Breaking Through the Clutter: Bene"ts of Advertisement Originality

’05 USA Recall & Persuasion: Does Creative Advertising Matter?

’07 GBR Marketing in the Era of Accountability

’07 DEU Art Meets Science: Creative Advertising Examined

’08 USA The Impact of Advertising Creativity on the Hierarchy of E!ects

’08 SWE Advertising Creativity Matters

’08 NZL Creative = E!ective

’09 USA Beyond Attention E!ects: Modelling the E!ects of Advertising Creativity

’10 NZL Creative = Successful

’10 GBR The Link Between Creativity and E!ectiveness

Campaign E"ciency

Campaign E"ciency

1994 - 2002

3x Creatively-awarded

Non-creatively-awarded

Campaign E"ciency

1994 - 2002

Creatively-awarded

Non-creatively-awarded

2003 - 2010

3x

12x

Creatively-awarded

Non-creatively-awarded

Why?

“Up until 2002, 78% of consumers said advertising was a good way to learn about new products. In the

four years that followed, that "gure dropped to 53%.”

- Forrester Research 2006

10-24%

of people believe companies tell the truth in advertising

50-80%

trust what they hear about a company from their friends and peers

Peoples’ perceptions of brands are being shaped more and more by

conversations and less and less by marketing messages

E!ectiveness Success Rate

Rational

59%

E!ectiveness Success Rate

Rational

59%

E!ectiveness Success Rate

Emotional

68%

Rational

59% Fame

72%

E!ectiveness Success Rate

Emotional

68%

“People don’t read ads. They read things that interest them. Sometimes that happens to be an ad.” - Howard Gossage, 1955

“People don’t talk about brands. They talk about

things that interest them. Sometimes that

happens to be a brand.”

Campaigns Creating Conversation / “Fame”

Non-Creatively-Awarded Campaigns:

29%

Campaigns Creating Conversation / “Fame”

Non-Creatively-Awarded Campaigns:

29% Creatively-Awarded

Campaigns:

70%

Campaigns Creating Conversation / “Fame”

Our objective is e!ectiveness. Our strategy is creativity.

- BBH

Thank You.