Creatively awarded work is 11 times more effective in generating a market share increase – a reality the region’s advertising industry can use to its advantage ahead of this year’s Loeries. Yet, if advertisers did only what market research recommended, advertising wouldn’t be creative and it would certainly not win any awards. Would it matter? Undoubtedly yes, says Andrew Human, CEO of the Loeries Africa Middle East.
There is a clear link between creatively awarded advertising and commercial success. In a landmark 2010 whitepaper, The Link Between Creativity and Effectiveness, the Institute of Practitioners in Advertising (IPA) merged data from ten years of its Effectiveness Awards (which rigorously assess marketing ROI) with scores over the same period from The Gunn Report (an annual publication ranking the most creatively-awarded advertising).
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