It's the CREATIVE! Now worth 50%

Let me change some thinking…

Well, let me change my own thinking first and, who knows, you may come along in the journey.

I have always thought that the predominant reason for the success of a campaign is the DATA – whether it is killer analytics that slices out a receptive audience for the campaign, or a clarity of target audience definition that allows positive ROI to a customer acquisition campaign…NOPE!

It is creative that has been proven now to be between 55% and 70% of a Marketing Campaign’s success. Don’t take my word for it, read Aviash Kaushik’s thoughts HERE The article is in his story telling style, but be impressed by his analysis and data backed hypothesis. I have been reading his stuff for a couple of years. Visit His website and subscribe, his content is awesome.

By way of summary, here are his tips…his examples are worthy of your attention…

55% - 70% of a Marketing campaign’s success is influenced by the creative! Fifty percent minimum!!

Tip #1: Make it clear who paid for the ad!

My job is to prove to the CFO that the CMO adds incremental business value. Hence, my focus is on ensuring 1. the Creative will be relevant to the media targeted audience, and 2. It delivers incremental sales/brand lift, over time.

Tip #2: Ad Length: Your secret weapon.

I cannot emphasize this enough: There is no data to suggest that audiences are waiting with a bated breath to watch your three-minute story. Do you want results? Please get to the point, faster.

Tip #3: Creativity matters.

So… You can be super creative, with the most “boring” of products. You don’t have to stretch and tell esoteric “stories” and forget your company, products, customers. You can do Brand Marketing that drives Performance.

It is true that all the elements of the campaign will need to be in place for anything to be a success. The sum of the whole will always be what matters. The focus here is on Creative and with a ever more cluttered media landscape, if you don’t get someone’s attention, then nothing else will matter…so, perhaps creative has become more important than ever.

Read the full story HERE