BEST PRACTICE: Creativity. The unfair business advantage

© Mason Zimbler 2014

QUANTITATIVE

CREATIVE


WHY SHOULD WE CARE

ABOUT CREATIVITY?


“Nothing is more efficient than creative advertising.

Creative advertising is memorable, longer-lasting, works

with less media spending and builds a fan

community...faster.”

- Stephan Vogel, Chief creative officer, ogilvy


MARKETERS LIKE SCIENTIFIC METHODS AS THEY

APPEAR TO BE LESS ‘RISKY’.

100X MORE ANALYSIS & MARKETING VS.

CREATIVITY & MARKETING.

- HARVARD BUSINESS REVIEW


“we’re not just mad men, we’re maths men as well; and

uniting those two things, I think is the critically important

change.”

- Martin sorrell, ceo, WPP group


IF A CUSTOMER FEELS AN EMOTIONAL CONNECTION

TO A BRAND THEY ARE MORE LIKELY TO REMAIN

LOYAL AND HAVE A HIGHER CUSTOMER LIFETIME

VALUE (CLV).

- BRAND KEYS LOYALTY ENGAGEMENT INDEX


“I get very frustrated with the ongoing debate about

creativity and effectiveness, because I do not believe

you can have one without the other.”

- Jonathan Mildenhall, VP Global Advertising,

The Coca-Cola Company


QUANTITATIVE

CREATIVE


QUANTITATIVE

CREATIVE


QUANTITATIVE

CREATIVE


QUANTITATIVE

CREATIVE


HOW TO START JUDGING

CREATIVE EFFECTIVELY


QUANTITATIVE

CREATIVE

CREATIVE PROCESS


QUANTITATIVE

CREATIVE

THE CREATIVE DIMENSIONS


QUANTITATIVE

CREATIVE


ORIGINALITY

IS THE WORK “OUT OF THE

ORDINARY” FOR THE CATEGORY?


QUANTITATIVE

CREATIVE


FLEXIBILITY

DOES THE IDEA MOVE FROM

ONE SUBJECT TO ANOTHER?

https://www.youtube.com/watch?v=zJahlKPCL9g


QUANTITATIVE

CREATIVE


ELABORATION

DOES THE WORK EXTEND

BASIC IDEAS AND MAKE

THEM MORE INTRICATE?


QUANTITATIVE

CREATIVE


SYNTHESIS

DOES THE IDEA CONNECT

OBJECTS THAT ARE USUALLY

UNRELATED?

https://www.youtube.com/watch?v=9KQu9zkf9WE


QUANTITATIVE

CREATIVE


ARTISTIC VALUE

IS THE WORK VISUALLY OR

VERBALLY DISTINCTIVE?

https://www.youtube.com/watch?v=Iy1rumvo9xc


QUANTITATIVE

CREATIVE

CREATIVE DIMENSIONS

The 5 dimensions of creativity are:

- Originality – rare and unusual ideas

- Flexibility – moves from one idea to another

- Elaboration – extend basic ideas

- Synthesis – combining normally unrelated objects

- Artistic value – visually or verbally distinctive


QUANTITATIVE

CREATIVE

THE MOST EFFECTIVE DIMENSIONS?

1.00

SA

LE

S E

FF

EC

TIV

EN

ES

S

ORIGINALITY = 1.06 FLEXIBILITY = 1.03

ELABORATION = 1.32

SYNTHESIS = 0.45

ARTISTIC VALUE = 1.19


QUANTITATIVE

CREATIVE

EFFECTIVE COMBINATIONS?

FLEXIBILITY

+

ARTISTIC VALUE RELATIVE EFFECTIVENESS = -99%

USAGE = 8.7%

ORIGINALITY

+

ELABORATION RELATIVE EFFECTIVENESS = 96%

USAGE = 9.9%


THE CONSEQUENCES

OF BEING CREATIVE


QUANTITATIVE

CREATIVE

LESS CREATIVE = LESS EFFICIENT


QUANTITATIVE

CREATIVE

THE EFFECTIVENESS SUCCESS RATE

75%

59%

88% 80%

AWARDE

D

NON-

AWARDED

AWARDE

D

NON-

AWARDED

LOW ESOV SPEND <6% HIGH ESOV SPEND >6%

CREATIVELY

AWARDED

CAMPAIGNS WERE

SHOWN TO BE 10-

27% MORE

EFFECTIVE

* SOM = Share of Market

** ESOV = Extra Share of Voice

Source: IPA, The Long and Short of it


QUANTITATIVE

CREATIVE

PLAN FOR QUANTITATIVE CREATIVE

o A GOOD GROUNDING

o GREAT COLLABORATION

o TESTING VS. SUBJECTIVE OPINION

o VALIDATION

o EFFECTIVENESS

o SUSTAINED PREFERENCE


QUANTITATIVE

CREATIVE

CONCLUSIONS

- Doing something different isn’t the same as taking a risk

- Change gleans predictable results

- Quantitative Creative doesn’t have to mean big budgets

- It’s not ‘either/or’, it’s ‘and & both’. Select the right combinations

- Creativity is the only sustainable business differentiator

- Be a disciplined dreamer


THANKS

© Mason Zimbler Limited 2014.

The contents of this presentation are protected by copyright which belongs to Mason

Zimbler Ltd. It should not be copied nor disclosed to any third party without the prior

permission of Mason Zimbler Limited, which permission may be withheld at Mason Zimbler's

absolute discretion.

Marketing

BEST PRACTICE: Creativity. The unfair business advantage