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The link between creativity and effectiveness in advertising

This article, provided for The Drum by marketing intelligence service Warc and written by Dominic Twose and Polly Wyn Jones, discusses the results of a study of IPA Effectiveness, Effie and Cannes Lions Awards winners.

The analysis, conducted by Millward Brown, involved looking at the winners of IPA Effectiveness Awards from 1996 to 2010, Effies from 2007 to 2010, and Cannes Lions from 2002 to 2011 to identify campaigns for which the agency had conducted Link, its global pretest. The study indexed the Link results to enable legitimate comparisons of ads from different countries.

The analysis presented here helps to explain the overlap observed between creative advertising and effective advertising, and what this means for advertisers.

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