Creativity is one of the most important factors in advertising, says Simon Tunstill of Thinkbox, commenting on a new UK study by Accelero.
Brand size and creativity are the biggest profit multipliers, the UK economic consultancy's study concludes. And it was the issue of creativity that Simon Tunstill focused on in his presentation, Creative Drivers of Effectiveness.
"The biggest profitability multiplier available to a brand is brand size. However, this cannot be immediately influenced in the short term. In contrast, the second largest profitability multiplier - creativity - is within the control of companies. And through it, they can get a 12-fold return on investment," says Simon Tunstill, referring to the authors of other studies (Les Binet, Karen Nelson Field, McKinsey & Company) who have come to the same conclusion that creativity in advertising is a very powerful business weapon.
More on thinkbox.tv page.
Source: thinktv.ca
