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Stating the obvious

Stating the obvious

Sam Potter hates pointless research, especially when it states the obvious. But on this occasion, it just might be necessary, he thinks.

June 23, 2010 5:27 by



The power players of the advertising world will be struck silent, I have no doubt. As they gather for the world’s biggest ad festival, the Cannes Lions, I am sure that all seminars and conferences will be cancelled, all awards will be on hold, and all work will go unappreciated.

Why? Because of the latest research. It says – wait for it – it says… that creativity makes advertising more effective.

I know, I know – it’s an outlandish theory, so truly bizarre that I must have gone nuts. But it’s true, I swear. Emirates Business carries the results of a new study by IPA and Thinkbox, in association with the Gunn Report. It revealed the strong correlation between advertising creativity and business success. The study shows that the most creatively awarded advertising campaigns are 11 times more efficient at delivering business success.

In case you missed it, I’m being sarcastic. The results of this research are so mind-bogglingly oblivious it makes me want to bash my head against a wall. OK, maybe not the 11 times bit, but of course creative advertising is more effective; if every man and his dog didn’t know that by now then I’d be seriously worried.

Some other conclusions of the research? Investing in creativity is a powerful way to a achieve “buzz.” Creative campaigns are more effective when they have more, rather than less budget put behind them (I kid you not).

I’m reminded of some other impressive studies I have come across. One scientific study confirmed that faraway objects are harder to see, another that a good diet and exercise are good for you. Or how about the research that found companies with business plans fare better, on average, than those without?



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