3. “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
16. Company Perceptions
A smart High
company quality
products
78%
57% 57%
34%
Less More Less More
creative creative creative creative
17. Company Perceptions
A smart High Worth
company quality purchasing
products from
78%
68%
57% 57%
39%
34%
Less More Less More Less More
creative creative creative creative creative creative
20. Share Price Growth 2000-2009
S&P500 Cannes Advertisers of the Year
0.5% 41%
21. ’91 USA ’92 USA ’95 USA ’96 USA ’00 USA
Creative Advertising On Resonance: A Creativity vs Do Award Winning Recall, Liking and
& the von Restor! Critical Pluralistic E!ectiveness? An Commercials Sell? Creativity in TV
E!ect Enquiry into Integrating Commercials
Advertising Rhetoric Classi"cation for
Advertising
’02 NLD ’05 USA ’07 GBR ’07 DEU ’08 USA
Breaking Through Recall & Persuasion: Marketing in the Era Art Meets Science: The Impact of
the Clutter: Bene"ts Does Creative of Accountability Creative Advertising Advertising
of Advertisement Advertising Matter? Examined Creativity on the
Originality Hierarchy of E!ects
’08 SWE ’08 NZL ’09 USA ’10 NZL ’10 GBR
Advertising Creative = E!ective Beyond Attention Creative = Successful The Link Between
Creativity Matters E!ects: Modelling Creativity and
the E!ects of E!ectiveness
Advertising
Creativity
33. 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
34. 10-24% 50-80%
of people believe companies tell the trust what they hear about a company
truth in advertising from their friends and peers
35. Peoples perceptions of brands are
being shaped more and more by
conversations and less and less by
marketing messages