Effectiveness verses wallpaper.

“Marketers think creativity is a risk”.

That’s on the second page, point three of System1’s Creative Dividend research. And as a creative, not a marketer, that’s horrifying.

And because I’m a creative, not a marketer, I always try to watch, listen and learn from people like Mark Ritson (especially when his Cannes talk is titled Four Ads, Three Factors, Two Bears”).

Thankfully, Ritson and System1 smash that thinking. Creativity isn’t a risk, it’s the biggest controlling factor driving profit when done right (with emotion, distinctive branding, consistency).

That’s also not a surprise to many creatives (or marketers), because since the days of the legends like Bernbach, Ogilvy, Mary Wells Lawerence and the many since then, the power of emotion, the need for strong branding, consistency and an idea has formed the backbone of effective advertising.

What's beautiful about this research is that it's finally giving the suits the numbers they need to back what every great creative has always known: that emotion, distinctiveness, and the patience to let great work breathe are what separates effective advertising from wallpaper.

If you haven’t watched it yet, you can catch the Cannes talk here.

And there’s a great review of the report here.

#EffectiveCreativity #CreativeThatWorks #ThePitchCollective