Why creative awards don't guarantee growth

Creative effectiveness isn't what most people think. This week, Steve Babcock, our Chief Creative Officer, shares why creative durability matters more than awards and why the best creative balances art and science.

Only 21% of award-winning creative proves to be effective.

WARC analyzed over 5,600 campaigns from the past decade. They found that winning creative awards doesn't guarantee business results. However, campaigns that reached the top tier (the Creative 100) saw effectiveness double to 44%. These ideas performed better because they ran longer, used more channels, and balanced emotion with information.

Why creative durability beats creative novelty.           

Award shows celebrate art and surprise, but effectiveness requires something a little different. Here's what separates creative that wins trophies from creative that drives growth:

1. Durability over novelty. The best creative ideas are built to last. They work across channels, scale easily, and stay consistent over time. One-hit wonders grab headlines. Durable campaigns build brands.
   
   
2. Balance emotion and rational messaging. Emotion gets attention. Rational information earns permission. The most effective creative does both. Speak to the heart without ignoring the head.
   
   
3. Commit to fewer ideas for longer. CMOs often feel pressure to refresh creative too quickly. Resist that urge. Distinctive assets gain power through repetition. Longevity builds memorability.
   
   
4. Use AI as a creative partner, not a replacement. Humans invent what doesn’t already exist. AI pulls from what's already out there. Creativity pushes culture forward. AI accelerates exploration and eliminates tedious tasks.
   
   
5. Avoid over-personalization. Hyper-targeting can fragment your message. Mass reach with a clear, distinctive idea outperforms fragmented cleverness. Broad campaigns capture audiences beyond your immediate target.

Listen in on our discussion.

“Highly Awarded Creative Ideas are Significantly More Effective”

This article dives into WARC's analysis of over 5,600 campaigns, exploring the relationship between creativity and effectiveness. The research shows that running campaigns longer, using more channels, and balancing emotion with information is what separates winners from the rest.

Read the article.

Creativity, with a job to do.          

"Creativity without strategy is called 'art.' Creativity with strategy is called 'advertising'" 

— Jef I. Richards, Professor of Advertising at Michigan State University

This newsletter comes from the hosts of The Marketing Architects, a research-first show answering your biggest marketing questions. Find us on Apple Podcasts or wherever you listen to podcasts!