Creativity
Creativity is "the uniqueness and appeal of the combination of elements." (Stephen Ango), the result of "associative memory that works exceptionally well." (Daniel Kahneman, Thinking Fast & Slow). Creative campaigns are more effective.
"Creatively-awarded campaigns generate around 11 times more share growth per 10 points of ESOV than creatively-non-awarded campaigns." — The link between creativity and effectiveness
"A fifth (20%) of creatively awarded ideas between 2015 and 2022 were subsequently awarded for effectiveness. When ideas are highly awarded for creativity, the conversion to effectiveness awards rises from 20% to 42%." — Health of creativity
"High-quality creative drives more than four times as much profit as low-quality creative, according to a new research collaboration between WARC and Kantar." — Creative quality, validating the role of creative in driving ROI
‘The Bizarreness Effect’ predicts that incongruent or surprising things are more memorable than expected and common ones as they’re more distinctive. — Behavioral Economics
"Creative quality is the second biggest driver of profitability, with a multiplier of 12, as revealed by research conducted by WARC on the profitability multiplier of various factors influencing revenue ROI." — "Creative quality a key driver of profitability" from WARC
"Equity-building ads... typically employ storytelling devices like narrative, strong characters, meaningful dialogue, melodic music, and cultural resonance" — System1 Group via The Multiplier Effect
"Adding interest to things that people don't care about is one of the most important functions of advertising" — How Not to Plan
"Studies by Paul Watzlawick on relationships show that what he calls the 'meta-communication', or how something is said (gestures, tone of voice, body language etc), is far more influential than the 'message', or what is said... 'Doing the common thing uncommonly well' gets more attention and stimulates more mental processing. It creates more and deeper mental connections. Gets a bigger emotional response. And is more likely to be remembered. It's also more likely to be talked about and shared" — How Not to Plan