The link between creativity and effectiveness
Peter Field and Les Binet on “Fame”
Campaigns that are specifically designed to create fame for a brand outperform other campaigns on all business metrics.
In addition, emotional campaigns also perform better in almost all metrics, particularly in the long term (there is an extra chart in the download package illustrating that).
Creatively awarded campaigns perform better
And highly creatively awarded campaigns perform even better than the chart below shows again (there is an extra chart in the download package illustrating that).