IPA: High levels of creativity make advertising more efficient

An analysis made by IPA Effectiveness Awards and Gunn Report showed that creativity has a real business power and that high levels of creativity make advertising campaigns much more efficient.

According to a study realized by IPA, along with Thinkbox and The Gunn Report and mentioned on IPA’s website, there is a direct correlation between strong advertising creativity and business success. According to the study, the most creatively awarded advertising campaigns are 11 times more efficient at delivering business success.

The study analyzed 175 winning and non-winning campaigns, including ones from Budweiser, Volkswagen, Virgin Atlantic, Cadbury’s Dairy Milk and BT.

According to the research, creatively awarded campaigns are much more likely to be “emotional” than “rational” (44% vs. 19%), most of them being on TV because TV creates emotion better than other media.

Also, the study show that creativity is a way to achieve fame, as brands can achieve awareness, but not fame.

About IPA:

Institute of Practitioners in Advertising (IPA) is the trade body and professional institute for UK advertising, media and marketing communications agencies. It was established in 1917 as a servicing body and to negotiate on behalf of its members with media bodies, government departments and unions. Its 274 corporate members handle over 80% of the UK’s advertising agency business which has an estimated value (excluding press and TV production) of £17.7 billion.