This is the second most important advertising driver, calculated the World Advertising Research Center (WARC) on the eve of the Cannes Lions festival, which, like WARC, belongs to the British media company Ascential. Last year, WARC and Kantar estimated the impact of creative at 6.62 times.
WARC put “brand strength” in first place among advertising investment multipliers – a well-known brand just needs to show advertising activity, no matter what kind. His advertising will already work 20 times better than the market average, thanks to knowledge and awareness of the brand.
The third is the correct distribution of media costs by geography (x5). A competent breakdown of the budget by company brand can triple the return on investment, and an omnichannel approach – by 2.5 times.
So, the next time you’re planning your advertising strategy, remember the 12X factor. Creativity isn’t just a nice-to-have; it’s a powerful tool that can dramatically amplify your advertising effectiveness. Combine that with a strong brand, smart distribution, and an omnichannel approach, and you’ve got a recipe for advertising success that’s hard to beat.
So, what’s a marketer to do with this information? First, don’t neglect your brand building. A strong brand is your best asset. But once you’ve got that foundation, it’s time to let your creative flag fly. Invest in innovative campaigns that push boundaries and challenge conventions. Your ROI will thank you.
But wait, there’s more! WARC’s study revealed other crucial factors for advertising success:
- Geographical distribution of media costs (5x multiplier)
- Competent budget breakdown by company brand (3x multiplier)
- Omnichannel approach (2.5x multiplier)
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