All too often an agency is accused of being creative just because we like being creative and because we like filling our cabinets with awards. But finally we can prove to clients that it’s not just because we enjoy it, but because creative work actually works harder for them!

A recent study conducted by IPA and Thinkbox has proven that award winning creative does deliver better results. It found that overall the campaigns that had been rewarded with the greatest number of accolades for their creative work were 11 times more successful in delivering positive results, in terms of both effectiveness and efficiency.

The report also pointed out that the majority of successful campaigns were emotional rather than rationally based. Which is often something that marketers tend to forget. We’re always striving to give consumers a rational reason to buy into our brand, forgetting that a large proportion of consumer’s decision making is based on emotional reactions to brands.

So long live creativity!

Written by Andrea Phillips.

Data sourced from IPA; additional content by Warc staff, 17 June 2010
http://www.warc.com/News/TopNews.asp?ID=26851&Origin=WARCNewsEmail

This entry was posted on Thursday, June 17th, 2010 at 5:13 pm and is filed under Uncategorized. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.