Conference: Oct 5-6
Workshops: Oct 7
The Creative Dividend: Advertising That Pays Back
Andrew Tindall (Chief Growth Officer, System1)
Location: Four Seasons Ballroom 2
Date: Tuesday, October 6
Time: 10:10 am - 10:40 am
Pass Type:
All Access -
Get your pass now!
Session Type:
Summit (All Access Required)
Track:
Summit | Marketing Effectiveness, LIONS
Vault Recording: Video
In a world where marketing budgets are increasingly scrutinized, media is fragmented, and short-term metrics often overshadow long-term growth, marketers require a modern advertising playbook that addresses challenger brands and category leaders alike. “The Creative Dividend” was launched this year to do exactly that and is based on the largest analysis of Effie’s unique dataset for 5 years. In this session, you will hear directly from the author, Andrew Tindall, who will serve up all the practical tips, tools and strategies you need to make your own work more effective today.
Takeaway
• The value of investing in long-term brand building
• How creative quality makes media spend work harder
• The shortcomings of metrics like engagement rate in determining campaign success
• The four components of the Creativity Stack (emotion, distinctiveness, showmanship and consistency)
• The Compound Creativity Score (CCS), a new metric defined in the research
• How to achieve Excess Share of Creativity by leveraging the Creativity Stack