System1 and Effie Worldwide launch groundbreaking report – ‘The Creative Dividend’

System1 and Effie Worldwide have launched ‘The Creative Dividend’ – a groundbreaking new global report designed to reframe creativity as a measurable business investment, not a risky cost.

Across the world, marketers lack confidence in creativity’s power to drive business results, to identify the outcomes that matter, which metrics to track and the best ways to ensure advertising truly pays back. Creativity is seen as a risk, not an investment. For the first time, System1 has combined the Effie Case Library with its emotion-first creative measurement database, Test Your Ad, to build the largest global creative effectiveness databank.

The study spans more than 1,250 campaigns across the US and Europe, over US$140 billion in market share, and ad data from 200,000 people.

The result is ‘The Creative Dividend’, which aims to help move advertising from a cost on the P&L, to an investment that pays back. The research introduces the Creativity Stack: five evidence-based creative principles that allow any brand to create lasting effects with brilliant advertising.

And it reveals that creativity’s profit multiplier is 21x, championing well-branded emotional advertising to maximum payback.

Last week Professor Mark Ritson presented a preview of the ‘The Creative Dividend’ at Cannes Lions. Watch Ritson’s session at Cannes  here.

To access the full report, click here.